Having worked with the duo of chefs DeAille Tam and Simon Wong for many years, Allstar Communications was delighted to take on the role of PR consultancy for their new culinary project – Obscura – in September 2020.
Manifesting the intersection of heritage and innovation, Obscura is secluded in the intimate three-story villa of Tang Xiang Cultural Space. The restaurant’s enigmatic interior design echoes what lies under its name, secluded and mysterious. From the moment guests step inside, they are immersed in a multisensory experience filled with unexpected and profound moments.
DeAille and Simon have been working together for many years, and are new generation chefs who have been awarded one Michelin star at Bo Shanghai. They spent time touring China to experience the many facets of Chinese culinary culture, and explore both traditions and innovations, deepening their understanding of the country’s diverse regional cuisines. The menu at Obscura is constructed with the knowledge and inspirations accumulated through this experience, rendered through the chefs’ unique lens. Classic Chinese elements are infused with modern concepts and aesthetic, coming together to create the chefs’ unique style of Innovative Modern Chinese Cuisine that encompasses food, wine, tea and incense.
With the aid from our extensive media outreach, Chef DeAille Tam garnered Asia’s Best Female Chef by Asia’s 50 Best 2021 three months after the opening of Obscura, making her the first female chef in mainland China to win both the Michelin and the award. In 2021, DeAille was invited as a guest speaker and the only representative from mainland China at the Spanish gastronomy festival – Madrid Fusion. In addition, Obscura was China Feast Restaurant by Olive Restaurant Review 2021, and Platinum Restaurant by Ctrip Gourmet List 2021, among others. Our goal is to build Obscura into a versatile culinary destination, with efforts including collaboration dinners with world-renowned brands like Johnnie Walker and Porsche, co-branding partnership with Ramen Talk, and steam oven product endorsement with home appliance maker Midea. Obscura and its dual chefs have received numerous invitations for tasting events and interviews from media at home and abroad including China Daily.
