During an event in Brighton over the weekend, wagamama launched the UK’s first ever swim up restaurant with a pop-up Beach Hut dining experience to celebrate the brand’s partnership with Mental Health Swims. The new Dive In campaign which launched this month explores the connection between body and mind and draws an unexpected and compelling parallel between the rejuvenating feeling of open water swimming and the soul warming first slurp of a steaming bowl of ramen.
wagamama’s partnership with Mental Health Swims included a donation to the charity and support with a series of swim events across the country, designed to provide a free, safe space for communities to come together and connect with each other with a focus on “dips, not distance”.
“Promoting well-being and mindfulness is important to us and that’s why we’re proud to partner with Mental Health Swims to create a welcoming space where people can connect with their communities, embrace the thrill of open water swimming, and enjoy wholesome bowls designed to warm the soul.”
Kay Bartlett, Chief Marketing Officer at wagamama
At the events, attendees had the unique opportunity to combine the joy of open water swimming with the soulful flavours offered by wagamama, where they were treated to a swim up dining experience showcasing wagamama’s new Korean-inspired menu in Beach Huts after their swim.
With more events to happen around the country, this collaboration marks the start of a long-term partnership between wagamama and Mental Health Swims, both of which share a commitment to creating safe and inclusive spaces for people to come together.
Rachel Ashe, Managing Director of Mental Health Swims, shared her thoughts on the collaboration: “We are delighted to have partnered with wagamama for these events. At Mental Health Swims, we believe that open water swimming can be a transformative experience for individuals’ mental health.”