Jordan Toft's vision for mimi's was precise and personal, coastal fine dining grounded in the NSW South Coast's extraordinary produce. We made sure that story reached the people who needed to hear it.

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The launch of Merivale's mimi's was a defining moment in Sydney's dining scene, a restaurant that arrived with a specific culinary philosophy and the confidence to follow it without compromise. To capture Jordan Toft's vision, we took key media on a NSW South Coast famil, immersing them in the provenance and inspiration behind the menu before the restaurant opened its doors.

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A robust year-long press office strategy followed, generating a steady stream of in-depth features and reviews that praised mimi's as more than just a restaurant, a genuine expression of a chef at the top of his craft.

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Sydney's most luxurious dining room, launched the way it deserved to be: with depth, with story, and with the right people in the room.