What happens when… That tantalizing question is the basis for an exciting temporary restaurant experiment in New York City. It’s also the name of the restaurant. What Happens When will be open for nine months and will completely transform its menu, its look and even its sound once a month. At the end of nine months, the building housing the SoHo restaurant will be torn down.

Opening even one restaurant is incredibly hard work, with tons of risk involved. What would possess someone to attempt nine restaurants in nine months in the same space? Continue reading “What Happens When: A restaurant experiment with a built-in expiration date” →