The drama and excitement of art, food and music at the new Serenade
Exciting new experiential concept unveiled in Addis Ababa
Yasser Bagersh one of the most prominent arts and culture figures in Ethiopia known for running the leading advertising agency in the country, a chain of restaurants. In addition he runs the popular publication called What's Out!. He is also the founder of Our Father's Kitchen, a community kitchen for underprivileged children. Serenade Art and Food is his newest endeavor.
- (1888PressRelease) October 02, 2011 - One of Addis Ababa's most famous restaurants, Serenade, relaunches with an exciting new concept that combines contemporary art, gourmet food and classes, redefining the restaurant experience.
The new Serenade is the inspiration and brainchild of Yasser Bagersh, a prominent restaurateur and founder of What's Out!, who has revamped the restaurant to integrate a more eclectic experience in dining, and enrich it with cooking and art classes, and the enjoyment of fine living.
"I decided to close down a restaurant that was known for being sold out, and that surprised all our patrons. But the idea is to move forward, and innovate. So we've energised Serenade with bold ideas and concepts that I believe will deliver an exciting and new experience." said Bagersh.
The "art" zone is Serenade House, which will unveil a season of five shows from October 2011 until May 2012. The first show opens 18 October with the premiere of "In The Light," a photographic exhibition by the highly respected American-Italian artist Nicola Parente. The show, presented in partnership with the American Embassy in Ethiopia, will run through the end of November.
Bagersh explained that Serenade House aims to introduce Ethiopian art lovers to creative works from other countries, and that the season would include an art exhibition premiering the works of some of Kenya's most celebrated artists. "Kenya is not just a neighbor to this country, but also hosts a thriving and dynamic contemporary art scene that would be greatly enjoyed by Ethiopians and expatriates alike," he said.
The season will also launch exhibitions by renowned American artist Olivia Pendagast as well as one of the leading Ethiopian female artists Bisrat Shibabawe. In addition, Serenade Art House is excited to collaborate with Asni Gallery to unveil an exciting art installation, which explores the concept of "lines" showcasing the work of Konjit Seyoum and Bagersh.
In the Summer (June through August), Serenade, as part of its 'critical art learning' segment, will hold the "Multi-disciplinary Art Workshop for Children". Local and international instructors will take children on a thrilling and educational artistic journey.
As part of Serenade's food 'zone' concept, Bagersh will present new menus along with some of the classics and favourites from the old Serenade, but with a new twist: food will be celebrated in four different areas that include lunches everyday (except Monday), high tea on Thursday through Saturday afternoon, Sunday brunches, and catering both outside and inside Serenade.
"I am really excited about our new food experience; it is an adventure that I hope all Addis residents will join me in celebrating," he said. Indeed, Serenade will also continue the great cooking tradition that Bagersh has nurtured, with a series of cooking classes that Bagersh himself will teach every month, and that will cover a broad range of cooking cultures and disciplines.
Serenade will collaborate with What's Out!, a leading local English publication in Ethiopia, in the launch of Experience Addis!™, a community outreach programme that will welcome newcomers to Addis Ababa to tours that will explore the various aspects of life in Addis.
" I believe "Experience Addis! is one of the most exciting aspects of Serenade's re-invention, because it will allows us to celebrate this amazing city while enriching the lives of people living in Addis, particularly newcomers to our town."
An important initiative that will benefit from Serenade's growth and repositioning is the "Our Father's Kitchen" charity, under the umberella of HIDA, which was developed by Bagersh in 2007, to feed under-privileged children in Addis Ababa, many who are afflicted with HIV/AIDS. "We will promote our Father's Kitchen as integral to Serenade's new identity, hoping its influence will spread goodness and goodwill to those who have the financial means to enjoy it, and those who don't."
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