A Starlit Dinner with Chevrolet

Dining Under The Stars

Chevrolet X The FareTrade

The FareTrade was tasked with developing an elevated epicurean evening for partner Chevrolet and the relaunch of their Equinox lineup; our team cultivated a culinary direction that reinforced brand messaging of ‘finding new roads’ to advocate the company’s dedication to adventure. Here’s how we established the dinner as one of the summer’s buzziest launches. #FindNewRoads

Culinary Prowess

Building on the motto of ‘Find New Roads,’ The FareTrade set off to identify the most appropriate talent the desert had to offer; the solution, Chef Tai Spendley of The Rooster & The Cow, the region’s most progressive Vietnamese restaurant. With an acumen developed from renowned training alongside flavors instilled from his Brooklyn-Jewish father and traditional-Viet mother, the menu was set.

Menu Building + Development

Working with Tai and the team from The Rooster & The Cow, The FareTrade cultivated brand ideals for the dinner. Upon review of the specifications provided by the client, The FareTrade identified key automotive elements, namely color schematics and the new addition of a moonroof feature, to dictate the dishes served and inspiration behind the event. The final result: a dinner built around the constellations viewed while driving to the desert.

A Starlit Summer Dinner

To bring our vision to life, The FareTrade placed the dinner in the expansive backyard at a private mountainside residence. A roundabout driveway and mod-interior welcomed guest arrival via Equinox shuttle. Guests in attendance were treated to a four-course family-style meal, complemented by musical styling, star-gazing and artisanal DIY-smores kits for a late-night fireside chat from Chevy principals.