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# Mountaintop Luxury Pop-Ups
'The Peak of Luxury' Celebrates the Release of Two New Bentley Cars

By Justin Lam | Published 2018-10-29 | Autos
Source: Trend Hunter, https://www.trendhunter.com/trends/the-peak-of-luxury
References: [luxurylaunches](http://luxurylaunches.com/gastronomy/bentley-has-opened-a-fine-dine-pop-up-restaurant-on-the-highest-mountain-in-the-uae.php) & [middleeastevents](http://www.middleeastevents.com/blog/the-peak-of-luxury-bentley-creates-the-highest-fine-dining-restaurant-in-arabia-on-the-summit-of-jebel-jais/)

Located on the peak of the summit of the UAE's mount Jebel Jais, 'The Peak of Luxury' was an appropriately named pop-up restaurant celebrating the launch of a new car. Hosted and established by [Bentley](https://www.trendhunter.com/trends/extraordinary-journey), The Peak of Luxury showcased a menu of classic British dishes with a Middle Eastern twist created by chef Colin Clague. The luxury dining room was accessible through winding hills and was positioned 1,934 meters above sea level.

The pop-up was open for just seven days and was established to celebrate the all-new [Continental GT](https://www.trendhunter.com/trends/bentley-mulliner-inspired-by-china) and the Bentley [Bentayga V8](https://www.trendhunter.com/trends/bentley) luxury SUV. The space was modeled and styled as an Arabic tent and was meant to reflect "the sheer levels of bespoke luxury Bentley delivers."

Image Credit: Bentley

## Trend Insights (Trend Hunter)

- Score: 3.8/10
- Popularity: 63% | Activity: 44% | Freshness: 8%
- Audience gender: 50% men, 50% women
- Primary generations: Millennial, Gen X
- Top markets: North America, Europe, Asia

## Categories

[Trend Hunter](https://www.trendhunter.com/trends) > [Autos](https://www.trendhunter.com/autos)

## Key Themes

### Why This Trend Is Growing

- **Luxury Pop-ups:** The rise of temporary, branded luxury dining experiences aimed at creating memorable and exclusive experiences for consumers, such as Bentley's 'The Peak of Luxury' pop-up restaurant.
- **Middle Eastern Cuisine:** The growing interest in Middle Eastern cuisine and fusion dishes, which presents opportunities for chefs to combine traditional flavors with new experiences.
- **Luxury Automotive Events:** The use of experiential marketing and pop-up events by luxury automotive brands to showcase and launch new models in unique settings.

### Industries Being Reshaped

- **Hospitality:** The hospitality industry can leverage luxury pop-up events as well as exclusive dining experiences to attract discerning high-end clientele
- **Automotive:** The automotive industry can utilize immersive and experiential marketing such as pop-up events, as seen with Bentley's 'The Peak of Luxury' to create buzz and launch new models
- **Culinary:** Culinary industry professionals can explore and experiment with Middle Eastern fusion cuisine and flavors to offer unique and exciting experiences to diners

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