Scarcity & storytelling

Across luxury, scarcity has become a strategy. Culinary creative studios like We Are ONA, Balbosté, AnanasAnanas, Gohar World, Herrlich Dining and others are designing dining moments that are rare and highly desirable.

The Business Behind the Experience

These studios often have several revenue streams:

1. Ticketed Pop-Ups with Premium Pricing
   Dinners range from €150 to €700+ per guest, often hosted in unconventional locations (abandoned stations, rooftops, off-season villas). The limited seating — sometimes 12 to 40 people — creates built-in FOMO. The cost reflects not just the ingredients but the mise-en-scène: location, art direction, set design, playlist, and who’s at the table.

2. Brand Collaborations
   Luxury fashion, beauty, and lifestyle brands fund custom dining experiences as part of their marketing activations — replacing traditional product launches with “moments” that are designed to go viral. We Are ONA, for example, has worked with Jacquemus, Hermès, and Loro Piana to craft dinner experiences surrounding launches of their collections

3. Product Extensions
   Studios like Gohar World have scaled from installations into direct-to-consumer tableware brands. Their surrealist pieces — from fish-shaped cutlery to silk baguette bags — blend art and domesticity.

The Drop Mechanics

Like sneaker drops or beauty restocks, these experiences thrive on anticipation, exclusivity, and surprise. Here’s how they mimic drop culture:

• Short supply, high demand: Limited seats. Guest lists. Single-night events.

• Social capital > convenience: The value is in being there — not in the food alone.

• Strong visual language: Every detail is designed for social sharing.

Why It Works

Scarcity and storytelling tap into core luxury psychology. But they also make good business sense. For emerging hospitality ventures, the pop-up model is low-CAPEX and high-margin, especially when partnered with brand budgets. For established luxury brands, these collaborations create multi-sensory brand equity.

In a world where products are increasingly commoditized and content is cheap, experience is the asset and differentiation. And in this new landscape, the most valuable luxury product may not be a handbag — but a dinner.