When Nuno Mendes opened up his restaurant in Hoxton many thought him a little mad but as we are all now fully aware this was a good move. It’s this and many other reasons why Grey Goose has decided to enlist the help of Nuno in their new Iconoclasts of Taste project.
Grey Goose has set up Iconoclasts of Taste to support new movements in food and drink during 2013 and it looks like the year will be rich with opportunities for them the rate at which London’s food and drink scenes are moving.
Nuno, the focus of this Iconoclast video has two restaurants in London and pours his passion for food and putting food first into them daily.
Nuno believes that those who think outside the box and challenge the norm are the ones that move things forward. Much like Grey Goose did themselves when they launched their vodka, ʻA Luxury Vodka With Tasteʼ when all around them were overly filtered options from Europe.
It is this mentality that has pushed Grey Goose to create Iconoclasts of Taste – supporting those who they feel, are pushing forward in their own areas, creating something new, challenging the norm and creating a new route for others to follow.
Grey Goose have selected four ʻEstablished Iconoclastsʼ — mixologist Tony Conigliaro, acclaimed chef Nuno Mendes, fashion designer Giles Deacon and SHOWstudio curator Carrie Scott — to help search for the next generation of Iconoclasts. Having each overcome naysayers to see their own pioneering visions successfully realised, these four Established Iconoclasts were tasked with identifying three ʻEmerging Iconoclastsʼ with unique visions in the world of food and drink to be supported by the Grey Goose Iconoclasts of Taste project.
The chosen three ʻEmerging Iconoclastsʼ are Ento, Tasha Marks and Dr Rachel Edwards-Stuart, whose ideas each pioneer a new and visionary movement, product or concept in food and drink. These three visions will be supported by a dedicated website greygoosetaste.com where the public will be invited to learn about each idea and pledge their support for the vision in which they believe most strongly.