HexClad x Gordon Ramsay | Experiential Culinary Event, Melbourne
Service
Communications Event
The Concierge Agency is an experiential events agency Australia brands partner with to deliver immersive brand activations and live experiences. For HexClad, our team produced a Gordon Ramsay–led culinary event in Melbourne that brought the brand’s premium cookware to life through hands-on demonstrations, personalised moments and chef-led storytelling.
Set against the backdrop of Melbourne’s Yarra River, the HexClad x Gordon Ramsay event at Arbory Afloat celebrated Australia’s love of summer BBQs while showcasing HexClad’s performance-driven cookware in action.
Designed as a dynamic brand experience, the event brought together media and key opinion leaders for a hands-on introduction to the product range. From the outset, the focus was on interaction, education and sensory engagement.
Guests moved through a series of curated food stations, including a serve-yourself experience, a live BBQ station and vegetarian offerings. Throughout the event, chefs demonstrated HexClad cookware in real time, highlighting its versatility, durability and precision.
A standout moment was the on-site knife engraving station, where attendees personalised HexClad knives as bespoke keepsakes. In addition, a chef-led BBQ masterclass showcased flame-seared meats, seafood and vegetables, transforming product demonstration into entertainment.
At the centre of the space, a hero display of HexClad products anchored the experience and provided a highly shareable visual moment. As a result, the event generated strong social media engagement and valuable editorial coverage, extending its impact well beyond the physical activation.
