Luxury and sustainability are rarely considered categorically similar – Audi and Restaurant Noma aimed to change that perception with this partnership, creating an elevated experience centered on locally-sourced fare, creativity and transportation free of direct emissions.

The brief outlined a way to prove that a progressive future towards sustainability, design, and luxury could be achieved without sacrifice. The result was an exclusive 3-night dinner series in Los Angeles, highlighting Audi and Noma’s innovations.

The objectives included designing a proof point event to amplify the story to the world. To do this we needed to replicate as much of the Noma’s Copenhagen experience as possible while transforming the venue to visually unite Audi and Restaurant Noma for a cohesive feel. Inviting high-profile guests including A-list celebrities, magazine and media executives and local tastemakers created earned media buzz and drove conversation around the event.

Sustainability often means sacrificing something – this event aimed to prove that global mobility and food systems can champion sustainability and feel elevated to a premium-luxury level. We showcased Audi’s progressive vision for the future of sustainability through displaying the EV portfolio.

The e-tron GT represents Audi’s ability to combine sophisticated design with exhilarating performance packaged in an automobile driving the future of sustainable mobility. The #1 restaurant in the world, Noma, is a pioneer in the food industry trying to change the global food system. Every dish constructed demonstrates their commitment and vision for the future of food sustainability blended with flawless taste and design.

Underscoring this partnership and experience was the foundational belief between the two brands that the responsible thing and the aspirational thing are one and the same. The final visual narrative was one of effortless simplicity and understated, powerful elegance.

Our strategy centered around “progress through shared passion”. Partner with like-minded, elite culinary organizations to drive sustainable, inclusive change in the global food system. Restaurant Noma embodied all facets of Audi’s purpose and truly shared our passion. Noma, three Michelin starred, five times recognized as the world’s best, works with an intimate network of purveyors to develop a cuisine that sustainably celebrates the region’s ingredients, expresses culture and seasons.

Together we developed each facet of the experience through a singular lens: that environmentally responsible and luxurious, aspirational experiences can coexist.

This three-day event would be our proof point, but we needed the ability to amplify and tell this story. Our strategy was to target high-profile LA tastemakers, celebrities, sustainability thought-leaders, editors and writers from a variety of notable publications, and social media influencers. PR efforts created a secondary target, the social audiences and publication readership of all guests in attendance.

In 3 days, we transformed a blank-slate LA nursery venue, bringing guests into the naturally progressive future Audi and Noma envision.

The experience began with a chauffeur service in fully electric Audi e-trons. A custom-designed plant display and trellis organically led guests into the interactive garden, with herbs to smell and taste planted directly into tree-trunk tables. Surrounding the Audi e-tron GT were a bespoke plant wall, lighting, and sound.

The dining area featured garden views, curated music, and lighting designed to softly intensify as the sun set. Diners got a front-row seat to chef assembly, looking into the prep space with tables designed to mimic those in Copenhagen.

We built a Michelin-star-worthy kitchen from scratch, following the Noma team’s impeccable standards. For a locally-focused, sustainable menu, Noma chefs visited nearby farmer’s markets, curating the menu based on the day’s selection, which inspired tweaks to the menu based on freshness.

With an exclusive guest list of 50 per event night, including A-list celebrity talent, media executives from multiple publications including Vanity Fair, The New York Times, LA Times, People, Vogue, ELLE, Food & Wine, WWD, Rolling Stone, Entertainment Tonight, Variety, The Hollywood Reporter, Hypebeast, GQ, Highsnobiety, Essence, Tech Crunch, Eater, CNET, and more, the event garnered 8,432,562,400 earned Media Impressions, and 51,000,000+ earned social media impressions from guests in attendance. We utilized 48 fully electric Audi e-tron vehicles and chauffeured guests and chefs for 2,378 cumulative e-tron miles free of direct emissions.