Thoughtful food pop-up events


What is Goodness?

Founded in 2011 by model and environmentalist Elettra Wiedemann, GOODNESS was originally created to provide the fashion community 
during Fashion Week with easy access to affordable, locally sourced food.
For every fashion week, GOODNESS is housed in a new venue and presented a fresh menu for each day of the event.



Relaunch the brand in 2012 with a mission to increase awareness, 
create wider media buzz, and expand the concept to other design-centric and culinary arts events in international markets.



Articulate the whitespace >> define the solution platform >> craft a theme >> create an identity >> shape the experience bringing it to life.



We conducted the relaunch during New York City’s Fashion Week at the ROBERT restaurant located on top of the Museum Of Design “MAD” in Columbus Circle in a campaign we called:
Rolling out the GOODNESS, here at home and overseas.
Along with the pop-up restaurant, we also introduced a new extension to the brand – the GOODNESS Lounge – in collaboration with Renaissance Hotels’ R-Life flagship, in which we created a networking space with a cozy atmosphere where GOODNESS patrons could kick back, connect, and explore future opportunities to grow their businesses.



With a successful relaunch in New York City we planned and conducted brand launch in Iceland during DesignMarch – Iceland’s largest design festival, with a pop-up restaurant and a series of talks presented by key stakeholders in the Design, Art, Fashion, and Culinary Arts industries in the Nordic region, effectively launching our brand in international markets.

In 2014, the brand was acquired by Condé Nast and added to Vogue Magazine’s content as the web video series Elettra’s Goodness.