King of Denmark is an experiment by Toronto chef Chris McDonald. McDonald’s restaurant, Cava, is a modern wine and tapas bar. Serving only dinner, chef McDonald wanted to utilized the restaurant space at lunchtime with a pop-up concept.
This concept became King of Denmark, a Canadian reinvention of the smørrebrød, the Danish open-faced sandwich. McDonald’s fascination with the flavours of Denmark stems from the fact that Canada’s high-latitude climate is so similar to Denmark’s: the same wild foods grow here and there; we face the same seasonal challenges of eating locally; and in the Canada of our ancestors, ingredients are pickled and salted and fermented to last the year.
Concrete created the name, a microsite and video, as well as a variety of temporary items – signs, placemats and banners – that easily transformed the eatery for the lunchtime period.