For anyone living in a major metropolitan area with a thriving nightlife scene, the guest shift has become an inescapable weekend fixture. These popular events typically feature visiting bartenders temporarily popping up at a host bar to sling signature drinks, debut collaborative menus, or showcase exotic spirits from around the globe. They are designed to draw crowds, generate social media buzz, and foster a sense of international camaraderie among hospitality professionals.
In recent years, however, cracks have begun to show in the glittering facade of the traditional bar takeover. A growing chorus of industry figures has started to criticize the practice, pointing out several notable drawbacks. Critics argue that guest shifts can often confuse regular patrons who walk into their favorite neighborhood bar only to find an unrecognizable menu and a foreign crew behind the stick. Furthermore, the logistical hurdles of working in an unfamiliar space can dilute the quality of drinks from both the visiting and host teams. Critics also contend that these high-profile events sometimes prioritize corporate liquor brands and social media influencers over the loyal regulars who sustain the bar week in and week out.
When the team behind Himkok—the critically acclaimed cocktail bar in Oslo, Norway—evaluated their own experiences hosting and participating in traditional guest shifts, they realized they wanted to pioneer a completely different path. Their answer was the creation of "Nordic Sessions," an innovative initiative designed to directly address the common complaints leveled against standard bar takeovers. Rather than cramming a visiting team into a busy urban venue for a single chaotic evening, Nordic Sessions aim to forge genuine, lasting connections among hospitality professionals, while simultaneously shining a spotlight on the unique local products and cultural traditions that inspire Himkok’s acclaimed beverage program.
As part of the second installment of the series "Getting on the Map," presented by Apple Maps, Eater’s hospitality industry newsletter Pre Shift recently sat down with Paul Aguilar, Himkok’s head of research and development, to discuss how these immersive cultural experiences operate, why they chose to pivot away from traditional bar takeovers, and what the future holds for the brand.
Redefining the Industry Exchange: What Are Nordic Sessions?
According to Aguilar, Nordic Sessions are carefully curated cultural immersions that bring together select groups of bartenders, journalists, and brand partners to experience firsthand the environments, traditions, and ingredients that shape Himkok’s identity. The overarching goal is to offer participants a much deeper comprehension of the bar’s philosophy, building authentic human relationships through shared, real-world experiences rather than fleeting, high-pressure bar shifts.
These immersions typically span two to four days. Past iterations have taken participants far beyond the confines of a traditional city center, immersing them instead in the rugged beauty of Norwegian nature. Activities have included cross-country skiing through pristine snowscapes, foraging for wild mushrooms in ancient forests, hiking demanding mountain trails, celebrating midsummer traditions along Norway’s dramatic coast, and retreating to traditional Norwegian cabins to disconnect and bond. By placing industry peers directly into these formative environments, Himkok helps them grasp the underlying creative thinking and cultural roots that inform the bar and its drink menu.
Navigating Business Realities in a Restrictive Market
Beyond the profound cultural and relational benefits, Nordic Sessions also serve a very practical business purpose for Himkok and its collaborators. Norway maintains some of the strictest regulations in the world regarding alcohol marketing and advertising. Consequently, the conventional promotional value that a standard bar takeover offers to a venue and its commercial partners is severely limited within the domestic market.
Nordic Sessions provide a strategic workaround to these regulatory hurdles. By documenting these immersive wilderness trips, Himkok is able to produce high-end, professional films and striking photography. These visual assets can then be utilized by brand partners in international markets where alcohol marketing restrictions are less stringent, while also serving as compelling content for Himkok’s own social media channels. It transforms a localized logistical challenge into a global storytelling opportunity, maximizing the return on investment for everyone involved.
The Pitfalls of Traditional Guest Shifts
Before pivoting to Nordic Sessions, Himkok hosted its fair share of traditional guest shifts and bar takeovers. Aguilar notes that the team initially enjoyed the hospitality exchange, welcoming visiting international bartenders to Oslo and later returning the favor when traveling abroad. However, over time, a recurring pattern of feedback began to emerge from their regular clientele.
Patrons who visited Himkok expecting their usual experience occasionally found a vastly different environment and product, leading to disappointment. Aguilar emphasizes that a visiting bar’s signature cocktails and working methods do not always translate smoothly into a new venue with different equipment, ice programs, and pacing. Furthermore, hosting an entirely new team places immense operational pressure on the host establishment. Himkok operates a massive 350-capacity bar with a core team of just 12 staff members. Shifting preparation, service routines, and floor organization to accommodate visiting bartenders strains internal resources significantly.
When calculating the considerable investment of time, international travel, and accommodation required for a traditional guest shift, the Himkok team began questioning the long-term value once the music stopped and the evening concluded. Aguilar explains that sharing several uninterrupted days together in nature creates the emotional space for deep, meaningful conversations that are simply impossible to have during a frantic, high-volume service. Ultimately, the immersive format proved to be a much better structural fit for how Himkok wants to host peers and collaborate with strategic partners.
Curating Authentic Cultural Immersions
When designing a new Nordic Session, the guiding principle is ensuring that participants walk away with a profound understanding of Norwegian culture and a personal narrative they can draw upon long after returning home. The itineraries are built around foundational elements of daily life in Norway: skiing, hiking, cabin culture, seasonal foraging, traditional foodways, and the specific ways Norwegians gather and spend time together. Experiences that feel entirely ordinary to someone native to Norway can be completely eye-opening and transformative to a visitor experiencing them for the first time.
Among the various iterations hosted thus far, one specific session holds a special place for Aguilar and the team: the grueling hike up Trolltunga, a spectacular and famous cliff jutting out over a lake in Ullensvang, Norway. The expedition brought together a high-profile group of industry heavyweights, including Gabriele Armani, a legendary figure in the World Class bartending community who shares a deep passion for hiking; Shay Waterworth, editor of Drinks International; and renowned bartenders Shingo Gokan and Nóra Földvári.
The trek up Trolltunga was exceptionally demanding, largely due to harsh, unpredictable weather conditions. The group got thoroughly soaked and had to push through physical exhaustion, relying heavily on mutual encouragement and teamwork to complete the journey. Notably, the session was sponsored by Johnnie Walker, and the brand’s iconic "Keep Walking" ethos resonated powerfully with the reality of the grueling mountain trek. According to Aguilar, some of the most enduring friendships and profound industry conversations grew directly out of that shared adversity on the side of a Norwegian mountain.
Collaborative Brand Partnerships and Deliverables
Himkok approaches brand partnerships with a high degree of selectivity, collaborating with spirits producers, nonalcoholic beverage brands, glassware manufacturers, food producers, and retail companies. The core requirement is that a potential partner’s products or specialized expertise must contribute a meaningful layer to the immersive experience. Some relationships blossom organically from products the bar already utilizes daily in its cocktail program, while others are intentionally cultivated based on shared values.
To handle the extensive media production required for these excursions, Himkok partners with Oioioi, a professional filming agency. Together, they produce a comprehensive main documentary film, shorter vertical edits tailored for social media platforms, and high-resolution photography packages that participating brands can leverage. While specific deliverables vary depending on the nature of each partnership, agreements are established collaboratively regarding usage rights and publishing timelines. Additionally, participating guest bartenders are encouraged to share their personal experiences and publish a simple cocktail recipe highlighting the sponsoring brands.
Looking Ahead: Expanding Beyond Norway
As Himkok looks to the future, the team is actively planning to take the Nordic Sessions concept beyond the borders of Norway while preserving the core focus on local culture and environment. Preparations are currently underway for a brand-new immersive experience set to take place in Iceland this coming November. The underlying objective is to apply the exact same philosophy in a new geographical context, learning directly from Iceland’s unique people, traditions, and striking landscapes.
Beyond the trips themselves, Himkok sees significant potential in developing what happens after the participants return home. This includes organizing follow-up trade events, exclusive dinners, and educational workshops in relevant international markets. The overarching vision is to ensure that the relationships, innovative drinks, and stories cultivated during each session continue to evolve long after everyone has gone home. Furthermore, welcoming everyday consumers into selected future experiences is part of Himkok’s near-term roadmap, as the team hopes to share this lesser-seen, deeply cultural side of their operation with a wider audience beyond the hospitality industry.