la food & wine: grand avenue
- MKG / Lead Designer
- August 2014, Los Angeles, California
Delta elevated their presence at the LA Food & Wine Festival in 2014 by highlighting their partnership with James Beard Award-winning chefs who create the menus for their business class flights. Two unique experiences within the Delta footprints at the festival - one at Grand Avenue, the other at Grand Tasting - were designed to showcase the onboard cuisine, routes those menus are served on, and the overall style and personality of these chefs. MKG’s goals with both footprints were to push Delta as a forerunner in the LA culinary space and to change guest perception of airline food.The Grand Avenue footprint was focused around a chef’s table in the Napa style of Chef Michael Chiarello. To celebrate the collaborative quality of the Delta chefs and to showcase the roots of Michael’s cuisine, the chef’s table came to life, engaging users around a three-sided bar while serving food from the in-flight menu. To complement the menu tastings, the bar served wine pairings also found on board from Delta’s Master Sommelier Andrea Robinson. This activation was the first implementation of a strategy to highlight Delta’s culinary ambassadors and in-flight cuisine as a competitive presence at food festivals.