Mastercard’s new multisensory culinary experience

Mastercard’s new multisensory culinary experience

Fashion on a Plate, launched in partnership with Vogue Arabia, fuses high fashion, art and fine dining to offer a series of unforgettable, multisensory culinary experiences.

Left to Right:
Manuel Arnaut, Beatrice Cornacchia, Rami Al Ali and Khalid Elgibaly

Mastercard‘s ‘Fashion on a Plate’, launched in partnership with Vogue Arabia, fuses high fashion, art and fine dining to offer a series of unforgettable, multisensory culinary experiences. Following the recent introduction of its symbol and sonic branding, Mastercard announced the latest milestone in its brand transformation journey by introducing a series of unique passion-led culinary experiences as it aims to captivate consumers through sight, sound and taste. Mastercard is bringing its Priceless platform to life by connecting consumers to their passions, in line with the rise of the experiential economy and growing consumer preferences for unique experiences over material purchases.

The partnership was announced at an exclusive launch event at Dubai Opera that saw industry leaders, entrepreneurs, influencers and artists sharing their passion for food and innovation welcoming Mastercard’s foray into the culinary space. Also in attendance were Mastercard Middle East and Africa’s President Raghu Malhotra, Division President Khalid Elgibaly and Head of Marketing and Communications, Beatrice Cornacchia. The exclusive gathering featured a three-course menu co-created by acclaimed Syrian couturier Rami Al Ali as part of an immersive, fashion-inspired event. The meal was served on custom-crafted plates based on the designer’s collection, as guests enjoyed artistic performances by renowned Austrian soprano Bettina Schweiger and the Sima Dance Company founded by renowned Syrian choreographer Alaa Krimed in 2003.

Fashion on a Plate is the first in a series of concepts to be rolled out by Mastercard and Vogue delivering extraordinary culinary moments for epicurean enthusiasts across the Emirates and set to become a hallmark of the UAE’s increasingly sophisticated F&B landscape. ‘Fashion on a Plate’ experiences will soon be available to consumers through a range of events and at a selection of restaurants across the UAE, where diners will be treated to exclusively-priceless experiences brought to life by the UAE’s leading culinary and fashion experts.


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About author

Rita Ghantous

Rita Ghantous is a hospitality aficionado and a passionate writer with over 9 years’ experience in journalism and 5 years experience in the hospitality sector. Her passion for the performance arts and writing, started early. At 10 years old she was praised for her solo performance of the Beatles song “All My Love” accompanied by a guitarist, and was approached by a French talent scout during her school play. However, her love for writing was stronger. Fresh out of school, she became a freelance journalist for Noun Magazine and was awarded the Silver Award Cup for Outstanding Poetry, by The International Library of Poetry (Washington DC). She studied Business Management and earned a Masters degree from Saint Joseph University (USJ), her thesis was published in the Proche-Orient, Études en Management book. She then pursued a career in the hospitality industry but didn’t give up writing, that is why she launched the Four Points by Sheraton Le Verdun Newsletter. Her love for the industry and journalism led her to Hospitality Services - the organizers of the HORECA trade show in Lebanon, Saudi Arabia, Kuwait and Jordan, as well as Salon Du Chocolat, Beirut Cooking Festival, Whisky Live and other regional shows. She is currently the Publications Executive of Hospitality News Middle East, Taste & Flavors and Lebanon Traveler. It is with ultimate devotion for her magazines that she demonstrates her hospitality savoir-faire.

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