A truly European flavour…

Since last May, Russia has its own ‘Schengen’. It’s a place where you can go for pleasure or business. It’s a restaurant in Saint Petersburg. The restaurant is located not far from the Finnish Consulate, where the owner goes to get “the cherished Schengen visa.” Hence the name. But there is more to it than pure happenstance. The reference to ‘Schengen’ is meant to evoke the cosmopolitan aura that Europe’s area of free movement is supposed to project, together with other related ‘progressive’ notions such as open-mindedness, sophistication, and freedom. This spin is not that surprising. After all, the purpose of any act of ‘branding’ is to sell a product to a customer, and thus the product should be associated with something positive. In the eyes of the management, ‘Schengen’ is supposed to do the trick.

And the trick seems to work. According to one reviewer, Schengen is “a new location for smart people.”. In terms of menu, another reviewer notices how “at first (it) seemed concise to the point of being a bit parsimonious” (these stingy Europeans!), although the overall experience is one of “visa-free satisfaction”. Schengen’s design as well is quintessential European. It has in fact a “slightly Germanic feel” but it “bring(s) together influences from different parts of Europe into an effortlessly harmonious whole”. (Well, “slightly Germanic feel” might be a bit of understatement when we look at Europe today; in turn, the Old Continent is all but “effortless” and “harmonious” these days, but you get the picture…)

From its clientele to its look, Schengen (the restaurant) thus seems to uncannily represent a microcosm of Europe’s border free area, or at least what European policy-makers would like to present outside the region. In this sense, Schengen (the restaurant) is not unique. There are other examples of businesses with topographical names reminiscent of a location that is different from the one where that business actually lies. It is arguably one of the most common practices in the hospitality industry. After all, almost all respectable cities around the world have a ‘London’ or ‘Paris’ restaurant, even if these establishments are located neither in England nor in France. The Schengen restaurant is also not the only bearing a name of topographical entity that does not actually exist. (We should keep in mind that formally ‘Schengenland’ is not a political entity that we can find on a map; in EU legal documents, the reference is still to the territory of member states). Cities are replete with hotels bearing the names of fictional locations, including mythical ones (for example, ‘Paradise’, ‘El Dorado’).

What distinguishes the case of the Schengen restaurant is that it refers to both a real and a fictional entity. The restaurant’s name in fact refers to something that simultaneously does and does not exist. In this context ‘Schengen’ is something real because, according to those who chose this name, its referent object is an existing political entity with defined ‘commonsensical’ features; however, it is also  fictional, because this political entity does not formally exist, or at least it does not necessarily exist in the way the management of the restaurant thinks it does. Ready to go to Schengen? Check its menu first, there might be surprises…