“Lifestyle enthusiasts gathered to indulge in delicious African-Asian fusion cuisine, immerse in vibrant cultures, and admire sophisticated furniture.”
by Louise Casallos
Who Were the Brains Behind Ilé Obá Dining Experience?
On the night of December 8th, Ilé Obá and El Brand took culinary enthusiasts on an unforgettable gastronomic symphony that not only tickled the palate but also left lasting impressions on the rest of the senses.
The event, thoughtfully referred to as Ilé Obá Dining Experience, brought together two creative visionaries, Chef Obad, an African culinary storyteller who specializes in fusion cuisine, and El Brand, a Singapore-based digital marketing powerhouse with a track record backed by a long list of impactful and captivating campaigns. With El Brand’s marketing expertise, Ilé Obá was able to immerse guests in its vision of what a rich and value-laden culinary experience–fit for royalty–should be. What was once a low-key brand that only mostly catered to African audiences was able to meet new culinary enthusiasts from different walks of life and nationalities.
Chef Oba aka The Royalty Chef and Paula, Founder of El Brand
The Royal Hauz Team: Chef Oba, Sam and Saratina with the amazing culinary team of Chef Eiffelene.
Attendees described the Ilé Obá by Royal Hauz event as a complete package
The event began at 5 PM with a tour of the venue. The Fashion Interiors by Paul Cornelissen’s showroom in Makati City was a feast for the eyes, boasting chic furniture pieces and a see-and-be-seen atmosphere that landed spots on guests’ meticulously curated Instagram feeds. It was the perfect setting for the brand’s royalty-coded image, a vision curated by Andrade. From gilded chandeliers that exude elegance to velvet seats that whisper romance, the venue’s fixtures were not only visually appealing but ensured top-notch quality. The best part? Those art installations-slash-furniture were available for sale.
Fashion Interiors, Showroom and Event Space
Beautiful people and moments in Ilé Obá
The theme of each room varied from vintage speakeasy to cozy Christmas mornings, blessed with perfectly soft lighting that set the mood for what was to come. Thanks to the ladies of The Fashion Interior, Ms. Yu, Ms Lovely, and resident interior designer Sophia, the venue didn’t fail to impress guests with its meticulously curated facades, showcasing impeccably picked color schemes and sophisticated seating arrangements. The enchanting interior design was especially evident in the dining hall.
World-class Philippine made Furniture by Fashion Interiors
Sara Tina, a Manila-based Tanzanian artist, dazzled with a live painting performance set in the center of a calm, minimalist room, which guests witnessed pre-dinner. Her vivid strokes evoked Africa’s vibrant and vivacious culture, which echoed loudly against a plain white room.
El Brand carefully planned and orchestrated these pre-dinner experiences, from the venue tour to the live painting event, to delight, inspire, and pull heartstrings. After all, one of the marketing firm’s goals was to turn the event into something experiential, and they did an excellent job doing so.
What Was Served at Ilé Obá Dining Experience Banquet?
A heart-stomping drumroll and a proclamation of Chef Obad signaled the beginning of the feast.
Love, cultural fusion, and storytelling took center stage at Ilé Obá Dining Experience’s banquet. This main event was a five-course dining journey highlighting carefully crafted dishes, representing relationships, emotions, and cultural traditions.
The first plate served was the hors d’oeuvre, a palatable veggie roll with dòdò (plantain) glaze. Julienned carrots, bell peppers, and avocados nestled within an embrace of thinly sliced cucumbers, dripping with caramelized dòdò glaze. The glaze was a symbolic West African touch, which evoked warmth and sweetness with every bite.
Then came the appetizer: crispy nori suya tacos with mango salsa, showcasing a balance of bold, smokey, and spicy suya-seasoned beef strips and tangy, sweet mango salsa. The suya spice was an authentic representation of Nigerian street food culture. It consisted of ginger, cayenne, and peanuts.
Filipino-food-lovers were delighted with the third dish: Chef Obad’s version of the classic Filipino comfort food bulalo. Surprisingly, The dish arrived without broth. A plate of smooth jelly with tender beef shanks and vegetables greeted each guest. The staff poured the broth into each diner’s plate only a few moments later. The gelatinization of the broth was a nod to the French fine-dining culture, elevating the more-often traditionally affordable Filipino meal. Chef Obad was able to symbolize relationships’ layers of trust and patience that result in a flavorful understanding over time through this Bulalo’s presentation.
The build-up to the main course was a ride enjoyed by guests-slash-foodies-slash-critiques. The star of the show was called Wakanda Jollof, featuring steamed pinoy chicken and tsuma garden grass. The mildly seasoned chicken was an instant hit with the “mostly” Filipino guests. After all, Filipinos can’t get enough of their chicken, and it’s evident with the country’s multitude of chicken-centered food chains. The Jollof rice, a representation of West African flavors, was a surprise to the local palate as it revealed an exotic mix of flavors with a smoky, tangy, and rich– subtly spicy–kick. It was carefully cooked and seasoned with tomatoes, bell peppers, onions, and some local Filipino spices, complementing the steamed citrusy chicken on top.
The journey ended with a delicious chin chin and mango sorbet pairing for dessert. Chef Obad took advantage of the fact that the Philippines is famous for its sweet mangoes. He crafted a mouthwatering dessert around the Philippine mango while incorporating African culture. He paired chin chin, a nostalgic West African snack, with the popular Filipino dessert, mango sorbet, creating a fabulous duo with crunchiness, buttery flavor, and a refreshing tropical twist.
What Is Ilé Obà’s Royal Hauz’s Branding All About?
The concept of Ilé Obà’s Royal Hauz image revolves around an immersive fusion dining experience where cuisine, culture, and class can be witnessed, as Andrade mentioned during the event opening. Guests experienced diverse cultural authenticity through the presentation of African art, displays of internationally made furniture, and incorporation of classic Filipino dishes into the menu. Chef Obad introduced each dish through story-telling. Singapore-based Andrade and Japan-based host Morishita were also knowledgeable about the recipes, cultural significance, and symbolisms that could enlighten each table with their points of view and witty takes on the food.
Miyuki Morishita, Host
Sam, Ethiopian Bartender
Sam, the Ethiopian bartender, whipped off flavorful concoctions (Groove, Wonjo Sangria, and Sunkissé), which paired perfectly with the fares.
Every moment of the event was beautifully captured, thanks to the creative direction of Jackson Aniekan and the awesome photography skills of Leo. Overall, El Brand did a fabulous job harmoniously weaving the cultures, presentations, and narratives together. Hence, guests felt transported to different parts of the world by night’s end.
Creative Shots by Jackson Aniekan
Chef Obá acknowledged that the Royal Hauz was a baby concept and humbly requested feedback, mentioning how valuable the opinions from different points of view are, from experts and casual event-goers. El Brand did well in putting the word out about its existence and vision through social media efforts and creation of event page, leading up to the actual feel of the on-site experience.
How El Brand Conceptualized, Brought to Life, and Turned the Ilé Obá Dining Experience Event Into a Success
El Brand’s seamless blend of creativity and strategy transformed Ile Obà’s concept into a culinary household name. The marketing firm ensured all aspects were covered, from crafting eye-catching social media graphics to building a brand image brick by brick. The effort didn’t stop at the successful Ilé Obá Dining Experience event, which introduced the Royalty Hauz to a broader market. El Brand was also able to garner good press for Ilé Obá. The sponsorships, seamless ticketing service, and event page creation were also key ingredients that made the royal event successful. El Brand’s holistic approach ensures a business’ continued growth and guarantees it’s not just a one-hit wonder.
If you’re looking to grow your business, don’t hesitate to request a virtual or face-to-face meeting with Paula Andrade, head of El Brand. Contact her through El Brand’s official instagram page or via [email protected]
For future Royal Hauz events or booking of Ilé Obá/ The Royalty Chef services, feel free to message El Brand.
What’s Coming Up?
DINNER WITH OBÁ, an intimate dining experience designed to explore the art of storytelling, emotions, connection, and cultural exploration through food. The concept draws heavily on West African traditions and is deeply more personal compared to the previous event, reflecting Chef Oba’s journey as a chef and his passion for intentionality and human connection. The event will be hosted in three sessions which is on February 7th, 15th, and 23rd. Follow The Royal Hauz page for more details.
