Recently, a pop-up restaurant called Museum, started by students at the University of Southern California (USC), garnered so much buzz from word of mouth that it had a waiting list of over 6,000 names. When Eater, a Los Angeles food magazine, reached out for a reservation, they were informed by Fardad Khayami, the co-founder, that it would be a four-month wait. Very impressive for a USC student pop-up with a self-trained chef, Fardad Khayami, in its kitchen.
Museum’s success is part of a larger story. Pop-up restaurants are popular in the Los Angeles area among diners looking for the best cuisine in the city. The temporary dining experiences showcase a diversity of culinary selections and experimental settings. Chefs are free to experiment with flavors and ingredients. Many of the temporary restaurants concentrate on creating dishes from locally grown seasonal ingredients, highlighting their sustainability and small carbon footprint. Other pop-ups feature little-known cuisine from different cultures, bringing traditional flavors from all around the world to Los Angeles.
Another popular aspect of pop-ups is the unusual locations of the temporary restaurants. Since the restaurants, chefs, and founders behind the pop-ups aren’t dependent on a permanent structure, they can be very creative in crafting unique environments that elevate the dining experience. Pop-ups have “popped up” in art galleries, museums, open spaces, rooftops, empty storefronts, and other unexpected places.
Word of mouth is always important for pop-ups. A satisfied customer is likely to tell their friends, family, and co-workers about their experience. A post on social media can also gain additional attention or even go viral. The more word spreads, the better for the pop-up. Museum’s popularity among students at USC is evidence of its success among its clientele. Like most pop-ups, reservations were needed to eat at Museum, though not all pop-ups have waiting lists with thousands of names on them.
Pop-ups are also excellent places to discover new and upcoming stars of the culinary world. Chefs are free to experiment with their dishes and showcase their talents. For these unknowns, a pop-up is a place to build up their resume and draw attention. This is the case with Museum’s self-taught chef, Khayami.
Using pop-ups for artistic and culinary endeavors is a popular trend among USC students. For some time now, pop-ups that mesh food and art together into a singular, immersive experience have been a creative outlet for the students. Since pop-up restaurants are temporary, the founders can freely experiment with the menu, ambiance, artwork displayed, and forms of hospitality.
In the case of Museum, a revolving menu of fine cuisine and the exhibition of fine art were so popular it served 3,000 students over its lifespan and drew the attention of food critics. It’s no surprise that after being so successful, Khayami and his team have decided to build on their accolades like many successful pop-ups do.
Museum is now a permanent restaurant in the Santa Monica area and has been renamed Muse. Its opening was Friday, August 16, 2024. The new location has a modern look with Art Deco features and seats 35 in its intimate dining area, though it has plans for a private dining area to open in September. The interior was designed by Marc Ange Design Studio. The featured artwork for the opening is by Catalan-Spanish painter Joan Miró. In the future, the art exhibits will be rotated.
The menu showcases European cuisine from France and Italy. Divided into four sections, the menu is a la carte and the restaurant’s spokesperson says it will average “$125 a person.”
Khayami is once again in the kitchen. Chef Jason Gonzalez, formerly of Juliet, is the new general manager, while Matthew Rogel, from the acclaimed Felix Trattoria, is the wine director. Bringing on industry professionals is a clear indication that Khayami is determined to build on Museum’s success and make Muse a stellar dining experience.
