By SGN | 20 May 2024
Many of us take our sight for granted. Not Jesper, who grew up in Sweden with a visually impaired father.
“In my childhood, I interacted with many visually impaired individuals who imparted valuable life lessons,” he says. “Because of this, I learned to approach everyone with empathy and understanding, appreciating the unique challenges and strengths that each person possesses.”
Fast forward to today, Jesper stands as the visionary founder of NOX – Dine in the Dark, an extraordinary culinary establishment in Singapore.
In this innovative dining experience, patrons immerse themselves in complete darkness, relying solely on their other senses to savour the flavours presented to them.
What may be a fleeting experience for guests though, is a permanent reality for the staff, for many of the servers that Jesper hires are visually impaired.
From Sweden to Singapore
Witnessing the resourcefulness and adaptability of visually impaired individuals became a source of inspiration for Jesper, shaping his outlook on overcoming obstacles.
This proved invaluable when he faced adversity of his own, experiencing amnesia at the age of 16, which led to the loss of his ability to speak English.
Seeking a fresh start, Jesper moved to Singapore for an exchange programme at the National University of Singapore, drawn by the lack of TOEFL requirements. It was here that he embarked on the journey to relearn English.
After completing his degree in economics at NUS, an unexpected work opportunity made him extend his stay in Singapore.
He had joined the National Ice Hockey League, and a teammate there introduced him to a bank internship, kickstarting Jesper’s corporate career. “After that, I worked for a few years in the finance industry doing equity research,” he says.
Beginning in 2011, Jesper started several businesses in fairly quick succession. His first, Reserveit.sg, was a restaurant-booking platform that Singtel acquired in 2013. NOX – Dine in the Dark was launched in 2015, followed a year later by Giftano, a service that curates memorable gifts and experiences for individuals and organisations. He continues to run both enterprises today.
A multisensory dining experience
Unlike conventional restaurants which prioritise presentation, NOX – Dine in the Dark diverges from the norm in seeking to create a meaningful dining experience.
“At NOX – Dine in the Dark, dining is a multisensory journey. All aspects of a dish contribute to the overall experience,” Jesper explains.
In the absence of sight, guests find their other senses heightened. As a result, taste, texture and aroma take centre stage.
“Every component, from the core ingredients to the seasonings, must harmonise to create a delightful and memorable flavour profile,” Jesper says.
But taste alone isn’t enough; texture and aroma play a crucial role in elevating the culinary journey.
“We strive to provide a diverse textural experience with elements that are crispy, creamy, tender, or crunchy, depending on the dish,” Jesper adds. As for aroma, dishes strive to “stimulate the olfactory senses, as scents can evoke powerful memories and emotions.”
In the embrace of darkness, these elements intertwine to craft a truly unforgettable dining experience.
Exiting the darkness enlightened
As guests leave the restaurant, many depart enlightened by the experience.
More than a delightful meal, Jesper seeks to cultivate a wider appreciation for the world that surrounds us and to honour the remarkable abilities of the visually impaired community.
“I want guests to leave with a profound realisation that life offers far more than meets the eye,” Jesper explains.
The dining experience also serves as a catalyst for genuine connections. “One couple found their visit to be truly transformative. It marked the first occasion they felt a genuine connection with their partner,” Jesper recounts.
“They cherished the absence of distractions like phones, immersing themselves in profound conversations, made possible by this technology-free environment.”
“Inclusivity is incredibly important to me both personally and professionally,” Jesper stresses. “I believe a diverse and inclusive environment is not only a fundamental human right, but also a source of strength and innovation.”
At NOX – Dine in the Dark, inclusivity is always at work. “We are proud to have a team of dedicated and skilled staff, including eight visually impaired team members, who play a crucial role in creating the unique dining experience we offer,” Jesper says.
“We also design our workplace policies and practices to accommodate and support the needs of all team members.”
Furthermore, Jesper broadens his understanding of the visually impaired community in Singapore by connecting with individuals on the street or through organisations like the Singapore Association of the Visually Handicapped.
“I’ve had enlightening encounters with visually impaired individuals while out and about in the city,” he says. “Engaging in spontaneous conversations and asking questions has provided me with valuable insights into their experiences and perspectives.”
He also commends strides made in disability inclusion in Singapore, from the implementation of wheelchair-friendly facilities to the employment of individuals with speech difficulties in food service roles.
“I hope to see a continued commitment to inclusivity and accessibility, not only at NOX but in society as a whole,” Jesper remarks. “I aspire to witness a world where opportunities for visually impaired individuals and people with disabilities are even more abundant and accessible.
Today, Jesper proudly calls Singapore home. “I find living in Singapore truly enjoyable. I appreciate the cleanliness and safety here,” he says. “The diversity in cultures is another highlight, fostering an atmosphere of inclusivity and acceptance.”
And of course, as a restaurateur, Jesper has a deep appreciation for Singaporean cuisines.
“From hawker centres to fine dining establishments, the city offers a culinary journey like no other,” he quips, “Exploring the diverse flavours and dishes is a delightful and fulfilling experience.”
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Meet Jesper
Jesper Gustafsson is the visionary founder behind NOX – Dine in the Dark, a groundbreaking restaurant in Singapore where patrons dine in complete darkness, served by visually impaired staff. He is also the founder of Reserveit.sg and Giftano.
Connect with him here.
