In 2011, Anders Asarby felt that it was time for a change. At the time he had been working as a graphic designer, not catering to his hidden love for food. As time progressed, Asarby decided to quit his job and start up a company, and in result, Smartmat was born.
To celebrate the launch of Smartmat's first lifestyle book, Nightingale brought the different chapters to life through thematic settings. The 300 guests were indulged in the Smartmat way of life through means of event scenography, live music, food and drinks.
Nightingale developed the creative concept, organized the event and invited food and lifestyle journalists and bloggers to an informal press conference with Anders Asarby, founder of Smartmat.