la food & wine: grand tasting
- 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 Tasting footprint became a celebration of culture and cuisine from Latin America. Intended to both highlight routes from LAX to Mexico and a newly designed menu by chef Michelle Bernstein, the space took cues from Delta's routes and the personality of Downtown LA's food scene to create a courtyard filled with lush greens and soft colors and patterns. 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.