Introducing the MICHELIN Guide to New Zealand
Inaugural Michelin Guide Launch Event
Uno Loco was appointed to design and deliver the inaugural Restaurant Ceremony, celebrating New Zealand's finest restaurants while showcasing Aotearoa to a global audience through an internationally live-streamed event.
VISUAL IDENTITY | MOTION DESIGN | PRINT | EVENT MANAGEMENT | ENTERTAINMENT | TALENT | AUDIO VISUAL | REGISTRATION | TECHNICAL DIRECTION | H&S MANAGEMENT | PRODUCTION MANAGEMENT | CREATIVE EVENT DESIGN | BRAND EXPERIENCE DESIGN | STRATEGIC EVENT DESIGN | COPYWRITING
This wasn't simply an awards ceremony. It was the introduction of one of the world's most recognised hospitality brands to an entirely new region.
The experience needed to:
Deliver a world-class event that reflected the prestige and standards of the MICHELIN Guide.
Create a seamless guest journey spanning arrival, ceremony, culinary experiences and global livestream.
Honour New Zealand's identity through thoughtful cultural and environmental references, while remaining unmistakably MICHELIN.
Execute a technically complex production with the precision expected of an international broadcast.
Opportunity
Rather than recreating an existing MICHELIN ceremony, we had the opportunity to create a launch that felt authentic to both the brand and its new destination.
The experience remained unmistakably MICHELIN in its elegance, precision and premium aesthetic, while weaving in carefully considered references to Aotearoa through its landscapes, natural materials, hospitality and culture. It was an opportunity to celebrate New Zealand's people, food and sense of place while introducing the MICHELIN Guide to an entirely new region.
Our response
Uno Loco delivered the experience from concept through to execution, providing an integrated approach across strategy, creative, production and live event delivery.
Our work spanned experience strategy, creative direction, spatial and stage design, guest journey design, environmental graphics, motion content, production, event logistics, MC and ceremony management, international livestream delivery and the post-ceremony Tasting Pavilion.
Every element was designed as part of a single connected experience, ensuring guests encountered one cohesive story from arrival through to the final course.
What made it special
Delivering the inaugural MICHELIN Guide Restaurant Ceremony wasn't simply about producing an event. It was about introducing one of the world's most respected hospitality brands to an entirely new region, while ensuring every guest, every camera and every detail reflected the excellence the MICHELIN Guide represents.
At Uno Loco, we design complete experiences, not isolated moments. Every touchpoint is considered as part of a connected journey, from arrival through to the final farewell.
This holistic approach allows us to deliver complex, multi-layered events with confidence.
From the spatial design and guest journey through to the live awards ceremony, international livestream, celebrity and media management, motion graphics, premium hospitality, live kitchen demonstrations and technical production, every element was carefully orchestrated to work as one cohesive experience.
