Introducing the MICHELIN Guide to New Zealand

Inaugural Michelin Guide Launch Event

In 2026, the MICHELIN Guide arrived in New Zealand for the first time, marking its debut in Oceania. Following a competitive RFP, Uno Loco was appointed to design and deliver the inaugural Restaurant Ceremony, introducing one of the world's most prestigious hospitality brands through a globally livestreamed 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

Red-lit entrance with the words 'Michelin Guide' and 'Restaurant Ceremony New Zealand 2026' above an archway, floral decorations on both sides, and a pathway leading into the event space.

This was more than an awards ceremony. It was the launch of the MICHELIN Guide into a new region, requiring a world class guest experience, a seamless international broadcast, and an event that balanced MICHELIN's global prestige with an authentic sense of Aotearoa.

Indoor event space with large red backdrop displaying 'Michelin Guide' and various logos, a stage with a purple flower-shaped decoration, and a red carpet leading to the stage.
An empty theater or conference hall with a red carpet runway leading to a stage displaying multiple large screens with the 'Michelin Guide' logo and text.

Opportunity

Rather than replicating an existing ceremony, we created an experience unique to New Zealand, combining the elegance and precision of the MICHELIN brand with local landscapes, materials, culture and hospitality to celebrate the country's world class dining scene.

Our response

Uno Loco delivered the experience from concept through to execution, spanning strategy, creative, production and live event delivery. Our scope included experience strategy, spatial and stage design, guest journey, environmental graphics, motion content, technical production, livestream, ceremony management and the post event Tasting Pavilion, creating one seamless experience from arrival to farewell.

What made it special

This was the introduction of one of the world's most respected hospitality brands to an entirely new region. Every detail, from the guest journey and spatial design to the international livestream, premium hospitality and technical production, was carefully orchestrated as one connected experience, reflecting the precision, excellence and prestige of the MICHELIN Guide.

Exhibition display with illuminated signs reading 'MICHELIN GUIDE' surrounded by dark space, with two informational panels on the sides and a central screen.
A group of people, including chefs and officials, stand on stage holding red plaques at the Michelin Guide restaurant ceremony in New Zealand 2026. A large red screen behind them displays the event title and a floral logo.
Group of chefs and restaurant staff celebrating at a ceremony with a red backdrop displaying 'Michelin Guide'.