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  1. Venues & Destinations
  2. United States
  3. New York

Turning Up the Heat

For press and interior designers, Thermador used a cooking-show format and three New York culinary personalities to promote its latest appliances.

Anna Sekula
October 8, 2008

With the ongoing popularity of Food Network cooking shows and reality TV series Top Chef, more and more chefs are coming out of the kitchen and into the spotlight—especially at events. Yesterday, Thermador played up this trend by presenting three New York culinary personalities in a cooking show-style format as a vehicle to promote its latest cooktops. Dubbed the Thermador Chefs Challenge, the event at the Altman Building involved two sessions—one in the afternoon and another in the evening—for more than 300 journalists and interior designers.

Hosted by chef and restaurateur Tom Colicchio, the challenge pitted chefs Michael Psilakis (of Anthos) and Alex Guarnaschelli (of Butter) against each other in a 15-minute cook-off involving chocolate. Although no winner was declared and the focus was more on the new technology than the chefs's performances, guests were able to sample the dishes and see the appliances in action. The event was overseen by Thermador PR manager Marni Hale and marketing agency the Rogers Group.

Interviewed by Colicchio while cooking, both Psilakis and Guarnaschelli spoke about the temperature control and functions of the stoves. In the style of a cooking show, the chefs also explained their process—throwing out phrases like "flavor profile" as well as promotional quips like "the cooktop can make your dinner for you."

As the challenge ended, waiters lined up to serve samples of the dishes prepared—spring rolls filled with pear and dark chocolate from Guarnaschelli and chocolate sabayon and halva from Psilakis—and Thermador opened up a second section of the space set up with tables, food stations, and a bar. New Jersey-based caterer In Thyme prepared the food here, including Chilean sea bass with a miso glaze for the lunchtime session and smoked duck breast crêpes in the evening.

Thermador's cooking contest-style press event
Thermador's cooking contest-style press event
Photo: Jessica Torossian for BizBash
Thermador set up a stage, which, like a cooking show, featured a counter top as well as the company's appliances.
Thermador set up a stage, which, like a cooking show, featured a counter top as well as the company's appliances.
Photo: Jessica Torossian for BizBash
Chef Tom Colicchio hosted the event, questioning both chefs on their recipes and cooking methods.
Chef Tom Colicchio hosted the event, questioning both chefs on their recipes and cooking methods.
Photo: Jessica Torossian for BizBash
Following the cook-off, Thermador revealed a second space decorated with brown and red accents.
Following the cook-off, Thermador revealed a second space decorated with brown and red accents.
Photo: Jessica Torossian for BizBash
Food stations, buffets, and passed hors d'oeuvres allowed guests to sample more food.
Food stations, buffets, and passed hors d'oeuvres allowed guests to sample more food.
Photo: Jessica Torossian for BizBash
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