Earlier this year, Audi Middle East onboarded Chef Izu, a Dubai-based celebrity restauranteur, Chef Izu as its regional brand ambassador. The announcement marked a fresh chapter in the region's culinary and automotive landscape, aimed at showcasing collaborations, innovative experiences, and a celebration of progress and creativity through the converging worlds of culinary artistry and cutting-edge automotive technology. Communicate sat down with Chef Izu and Elmir Arnautovic, Director of Marketing & Communications for Audi Middle East to delve further into leading insights into this partnership and what it could mean for both the brands.
Over the last 4-5 years, we've witnessed numerous automotive and gastronomic collaborations. What does this partnership mean to you? How do you see it fitting?
Elmir Arnautovic: This partnership with Chef Izu Ani holds a special place for me personally. It was a project born from a vision we had to blend Audi's progressive leadership with Chef Izu's brand. Seeing two domains of excellence—both leaders in their respective fields—come together reflects a shared spirit of innovation and a drive to transcend traditional boundaries. This collaboration is not just business; it's a passion project that showcases our commitment to creating unique, high-quality experiences that resonate deeply with our clientele.
Chef Izu Ani: I have been a long-standing admirer of Audi, so this partnership is a true honor. To me, it is really important to align myself with brands, concepts, and products with shared values and goals. In life and my work, I want to build something that lasts, that evolves, and that enhances the lives of others. We all have our own internal navigating system, we just have to listen. I am so excited to partner with Audi, and I am looking forward to creating new experiences and opportunities together. Our collaborative approach is one of genuine intention and integrity. We aim to bring fresh perspectives and impeccable standards that inspire and captivate our audience. I live by the philosophy that if you aren’t driving forward, you’re going backward. I love to keep innovating and continuously pushing myself, and this partnership provides the perfect synergy for my approach to life. All that matters is who we are enjoying the journey of life with, not the speed or destination.
How do you plan on drawing inspiration from Audi ME and its design philosophy in building culinary experiences?
Chef Izu Ani: The people and projects that inspire me the most are the ones that continue to evolve. They look past the boundaries and limitations of our minds. Audi is the perfect example of progressive innovation, which is incredibly motivating to me. I like to surround myself with people who share the same values and philosophies in life, people who keep moving forward. It is so important to share a collective vision of what it is that we want to achieve. Knowing that I can be as creative as possible with the ingredients that come together to make beautiful cuisine and concepts.
Having the freedom to create is really important to me; it allows me to keep expanding and growing without the fear of stagnation. We must keep moving forward; standing still kills creativity.
What part of this collaboration do you suggest will resonate most boldly with the consumer?
Elmir Arnautovic: What will truly resonate with our consumers from this collaboration is, firstly, how natural the fit is, and secondly, the personal touch and creative integration of Chef Izu’s genius with the brand attributes of Audi. I believe that our fans will deeply appreciate the attention to detail and the innovative approach that goes into seamlessly blending these two worlds. It’s about offering more than just a product or a meal—it’s about creating unique experiences that elevate every interaction with our brand into memorable moments that reflect both brands’ core values of progress and excellence.
Chef Izu Ani: I hope it will inspire people. Passion and progress are the driving forces behind every idea, across every industry, and all walks of life. Dedication and perseverance are the building blocks to success. That’s where the magic lies. We are all capable of turning our ambitions and creativity into something beautiful. It is the alchemy that fascinates me when you can look back to the beginning of your journey and see how far you have come. I would love to motivate others to follow their own passions, taste the richness of life, and enjoy every moment.
In what ways are you planning on connecting storytelling in your culinary masterpieces while preserving the essence of Audi as a brand?
Chef Izu Ani: In this industry, we have to keep learning—absorb information, and trends, experiment, explore everything, and challenge the “normal”. I am inspired by the ever-changing seasonality of food and how even the same ingredients change in taste throughout the year and around the world. This allows me to adapt new learnings and techniques into our experiences and aim to offer something exceptional.
In the kitchen, my work is a constant flow of evolution and information. When developing new dishes and creating menus, I always start with inspiration – I ask myself, who is this dish for, why are we creating it, how and when will it be enjoyed? With Audi, I aim to portray our shared values, through exciting and unforgettable experiences.
Is there an intersection where you see Audi's brand values and stories contributing to the greater part of the hospitality and food industry? What can your industry take away from this partnership?
Chef Izu Ani: There is so much synergy between Audi, their approach and values, and the hospitality industry. To provide an excellent experience, whether you are driving from A to B or meeting friends for dinner, there needs to be an emphasis on quality. As providers, we have to pay attention to the little details, the parts that make our guests and clientele feel comfortable, at ease, and relaxed throughout their journey. This customer-centric approach builds trust with our guests; they have an understanding and know that they can expect an enjoyable experience with us - both at dinner and on the drive home. Focusing on the future is also really important, we want to ensure we are meeting the needs of tomorrow’s customer. So that we can grow together, and enjoy the journey.
How does Audi Middle East plan to leverage this partnership with Chef Izu Ani in its marketing strategies moving forward?
Elmir Arnautovic: We plan to integrate our partnership with Chef Izu Ani into our marketing and PR plans through exclusive events, co-branded content, and associations with some flagship products, enhancing our brand's visibility and appeal to a premium, lifestyle-oriented audience. This approach highlights Audi's sophistication attributes while tapping into culinary art's unique experiential aspect.
Audi has always been at the forefront of innovation in the automotive industry. How will this collaboration with Chef Izu Ani help communicate Audi's brand values to a broader audience?
Elmir Arnautovic: Collaborating with Chef Izu Ani helps us communicate Audi's core values of innovation, quality, and design to a broader audience. By connecting the two brands with each other, we can showcase our commitment to creativity and excellence. This partnership allows us to engage customers in unique and creatively interesting ways, thus expanding our brand’s appeal.
