What was the event? The food extravaganza that is MasterChef Live held in Olympia’s Grand Hall from 12-14 November. For the first time this year the event incorporated the Wine Show, which Consumer Exhibitions sold to BBC Haymarket Exhibitions in October 2009.
How was the brief met? Fans of the BBC show were in their element at the three-day event, which attracted several celebrity chefs including Michel Roux Jnr, James Martin and Rick Stein as well as contestants from past series.
Visitors could see their favourite chefs take part in demonstrations, pick up expert advice in the Hot Tip pods and shop till they dropped for artisan Christmas treats in the Producers Village.
Located in the centre of the show was The Restaurant Experience, where representatives from some of London’s top restaurants including Min Jiang, Theo Randall at the Intercontinental, and Roast cooked up samples of their signature dishes which could be purchased via a Taste Festivals-style currency system.
For those wanting to get involved in some culinary action themselves, there were several cookery masterclasses – including Tapas Time hosted by John Benbow of Food at 52, and a Christmas chocolate session with Auberge Du Chocolat – as well as a MasterChef Invention Test hosted by Andi Peters where participants had just 30 minutes in which to make a meal from a tray of ingredients in front of a live audience.
The Wine Show, situated at the back of the Hall, also featured its own set of celebrity experts including Oz Clarke, Rob Buckhaven and Susy Atkins who hosted a series of wine tasting sessions in the Drinks Tasting Theatre. Visitors were able to sample boutique wines from small producers in The Wine Market, taking home their favourites.
What was good? The access to little known regional and artisan produced products that shoppers wouldn’t be able to find elsewhere.
What was bad? The Wine Show, which has shrunk significantly since BBC Haymarket Exhibitions took over last year, and seemed somewhat lost at Olympia this year.
Behind the scenes
0208 267 5000