When the entire staff of Noma left Copenhagen for a 5-week residency at the Mandarin Hotel, Tokyo, no one expected the restaurant to remain deserted. Windows of opportunity come in all shapes and sizes; popping up in the restaurant currently ranked #1 in the world, is a pretty big one - someone was bound to get in there. That someone is the Ralph Lauren-owned Canadian clothing label, Club Monaco. The brand has launched a pop-up boutique – the first of its kind - inside René Redzepi’s 2 Michelin star restaurant. The boutique will offer the label’s men’s and women’s collections as well as a curated assortment of goods including vintage items, books (courtesy of New York’s Strand bookstore), woven art installations and yurts shipped in from Brooklyn. Swedish barista champions Koppi Kaffe will provide coffee and pastries by day before Copenhagen’s own Ved Straden 10 wine bar takes over for the evening. The restaurant/boutique crossover could set a sharing precedent - let’s not forget both parties will reap the benefits from this arrangement. More than ever, brands are recognising collaboration as an invaluable tool for attracting new demographics.