Are Media and La Mer take Gourmet Traveller partnership to Melbourne

Are Media and La Mer are extending their experiential partnership with a Melbourne activation through Gourmet Traveller, working with Tarts Anon pastry chef Gareth Whitton on The Crème Creation.

It follows The Miracle Meal at Neil Perry's Gran Torino in Sydney. The new activation is a limited-edition takeaway at Tarts Anon in Richmond, available tomorrow and Saturday (9 and 10 October). It costs $20, with limited quantities.

The pack includes a tart, a malted barley and yuzu cold brew, and La Mer's Mini Miracle Moisturiser, valued at $99. Whitton's tart combines caramel, malt, miso and milk chocolate, topped with hand-piped yuzu Chantilly cream. It draws on the role of fermentation in La Mer's story and plays on the balance between sweet and savoury.

For Are Media, the partnership shows how Gourmet Traveller's food credentials can connect luxury brands with Australian talent to create experiences audiences want to share.

Nicky Briger, General Manager, Luxury at Are Media said: “Luxury brands have rich stories to tell, and the opportunity is to give audiences a way to experience them firsthand.”

“Following the success of The Miracle Meal with Neil Perry, this next chapter shows how a strong partnership can evolve, bringing a fresh creative interpretation to a new city and audience.

“Gourmet Traveller’s relationships with exceptional Australian talent, combined with its understanding of what excites food lovers, allow us to create experiences that build connection and give people a reason to engage with a brand.”

Stephanie Macarounas, Senior Marketing & Communications Manager – La Mer ANZ, said: “Crème de la Mer is defined by its rich texture and the care and patience behind its creation. We were drawn to Gareth’s ability to express those qualities through pastry, with an extraordinary eye for detail and a thoughtful balance of flavours. His use of malt and miso offers a beautiful nod to the fermentation at the heart of our Miracle Broth.”

“Gareth’s pursuit of perfection mirrors the tenacity and drive of our brand’s founder, Max Huber, who, after 6000 experiments and 12 years, crafted Miracle Broth – both true craftsmen, inviting the world to take a moment of indulgence and discover the layers of their creations.”

The activation continues the two companies' work using food to express luxury, taking La Mer's brand story beyond print and social into a physical product.

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