How does a mall set itself apart in a very crowded market, especially to the fickle, demanding high-end consumer?
adobo got a glimpse of it over the weekend at Ayala Malls’ latest lifestyle TV event. Having done well with past events featuring cast members from Queer Eye and America’s Next Top Model, Ayala brought in two faces from hit show TOP CHEF: Season 2 champ Ilan Hall and Season 4 semi-finalist – and Filipino-American – Dale Talde. (Though he received extensive coverage on overseas Filipino blogs – especially when he served a nouveau halo-halo on the show — it will be months until Talde’s episodes air locally; local airing of the show is about to start Season 3.)
The event was low key, and refreshingly it was not over-sponsored. It was essentially an open-air cooking demo, using everyday Filipino ingredients — just by star chefs, who swigged San Miguel while cooking in the 4pm heat. The event (one of three for the chefs, all held at Ayala Malls) drew a small but ardent crowd, who lined up for photo-ops with kids and freshly-purchased cookbooks in tow.
< width="500" height="375" src=" w-chefs-onstage. " alt="" />
Dale Talde & Ilan Hall onstage, with the afternoon’s host, Chef Roland Laudico.
< width="375" height="500" src=" w-chefs-w-adobo. " alt="" />
Er, no, it’s not a food magazine. The Top Chefs preview their beach reading material.
< width="500" height="375" src=" w-foodshot-1(1). " alt="" />
< width="500" height="375" src=" w-halo-halo. " alt="" />
< src=" w-foodshot-2(1). " alt="" />
