The Gourmet Theatre, an event hosted by WOM Guide, invited 5 famous Hong Kong-based chefs – Jacky Chan of The Refinery, Nicholas Chew of Bibo, May Chow of Happy Paradise, Sang Jeong of Ichu Peru, and Barry Quek of Beet – to create two never-before-seen dishes that represent the flavours of their home.
Each chef manned an intimate, open kitchen, with 16 seats around each station. Participants had 30 minutes to enjoy the food, wine and stories at each station, after which they were asked to move to the next station – think of it as speed dating, but with a 10-course dinner instead. Gourmet Theatre needed art direction as well as a visual identity to launch their event.
The concept of home can evoke strong, personal feelings that can be difficult to put into words. Thus, kith&kin wanted to communicate the creative and abstract interpretation of the ingredients that would be used by the chefs on the night of the event. We used a distorted fish to convey the ambiguity of the dishes people would be served on the night, as we wanted people to attend without knowing exactly what they would be served. The key visual was broken up and used in the print and exhibition collaterals.
The Gourmet Theatre event was extremely successful and was sold out with high demand. There have been demands for a repeat of the event as well as plans to take it abroad. The event also enjoyed widespread press coverage across Hong Kong and APAC.