So by now you’ve figured that strategic brand collaborations are the hot thing in hotel-land. Well, this is something quite different from the creators of “hotels as theatre”. Vice Media’s food channel, Munchies have just announced a global partnership with Morgans Hotel Group to create “Dinner Party”.
This is a gateway city, roaming high concept, culinary event that will tour each of the Morgans properties throughout London, New York, Los Angeles, Miami and San Francisco. This collaboration comes at a time when the creator of the term “lifestyle hotel” is placing an even greater emphasis on restaurants and bars, a fact that has never been more apparent, hello Mondrian at Sea Containers. Utilising these public spaces as billboard campaigns for not only the hotel rooms, but of course, the brand itself.
This partnership gives MHG unrivalled access into the online food hub’s hugely influential audience and collaborators, but perhaps more importantly, effortlessly positions MHG as a thought leader in culturally astute nightlife. As you can imagine the alliance unlocks the doors to the heavily guarded Vice Media’s 5.5million YouTube subscribers. This is a thoughtful association that manifests as an honest and soulful, yet sophisticated multi-stakeholder initiative, which brings the Morgans brand profile to a whole new level.
The Dinner Party Kitchen will be overseen by Tien Ho, a leading culinary innovator and Morgans’ Corporate Executive Chef. Tien is widely recognized within the food community as one of the chaps who helped put Momofuku on the map. Highly celebrated he is also the winner of such accolades as “Best New Chef” by GQ Magazine, and “The People’s Best New Chef in New York” by Food & Wine Magazine. If you’re mind has turned to drinks then let Ryan Chetiyawardana aka Mr Lyan put you at ease. He’s in charge, and when this guy’s in charge, drinkers, diners guests have nothing to worry about. He’s also the man behind Dandelyan at Mondrian’s Sea Containers and White Lyan in London. Named UK Bartender of the Year two years running, Ryan’s got your back.
Each Dinner Party will be themed, with the first titled “Exchange Students,” this sees chefs synonymous with a particular city or region taking their skills to a different city and providing once in a lifetime dining experiences. We’ve heard Andy Ricker of Pok Pok fame, will kick it all off this year in Los Angeles at the Mondrian.
Morgans Hotel Group undeniably have global platforms in gateway cities, a collaboration of this magnitude secures their venues as social city-hopping hotspots to the social city-hopping it-crowd. Make no mistake about it MHG changed hotel-land forever and now they’re reinventing their restaurants to do just the same, all over again, but for today’s diner. You’ve heard the term inclusive is the new exclusive? Well that’s at the heart of what Morgans are up to. Rest assured, in today’s market, all day casual dining has replaced the high-end, £100 a head, stuffy, pompous menus of yester-year. Munchies and Vice now gain access to these global gateway platforms and assist in the programming of each and every Dinner Party. Thus supplying Vice a broader demographic as well as potentially a more affluent audience, tapping into Morgans locals, lovers and guests, whilst bringing a whole new demographic to the hotel brand and its stakeholders.
Just so you know, limited tickets for each Dinner Party™ will be made available 14 days prior, so get in the loop and stay in the loop, because these will be the hottest “culinary theatre” tickets in town.
Image courtesy of Morgans Hotel Group