Room4Dessert
The sweet universe of internationally acclaimed chef Will Goldfarb.
More than a restaurant, Room4Dessert is a layered culinary ecosystem in Ubud spanning the flagship tasting experience, Powder Room café, Shelter Island boutique hotel, regenerative gardens, and an educational academy, united by Goldfarb’s singular approach to flavour, storytelling, and place.
The Brief.
Introducing Fight Club, a new tasting menu conceived as both a creative statement and a cultural reset. The objective was to frame the launch as a moment of relevance, not simply within the culinary landscape, but across broader conversations spanning travel, design, and contemporary culture.
The brief centred on reinforcing Chef Will Goldfarb’s international standing as World’s Best Pastry Chef (The World’s 50 Best Restaurants) and featured chef on Netflix’s Chef’s Table: Pastry, while positioning Room4Dessert as a destination that continues to evolve with confidence and curiosity.
The Tactics.
The campaign adopted an intimate, invitation-only, and editorial tone.
A private birthday celebration was curated as the anchor moment, bringing together Bali’s most respected chefs, hospitality leaders, and cultural tastemakers to experience Fight Club in situ.
Media strategy focused on selective placement rather than saturation. Outreach targeted influential international and regional titles across travel, lifestyle, design, and culture, framing Fight Club as a reflection of Goldfarb’s three-decade career; equal parts discipline and disruption.
Social coverage was driven through trusted editorial voices and creators whose audiences value authorship, point of view, and depth over immediacy.
The Results.
Coverage highlights included Travel + Leisure (print and online), Salon, Tatler Indonesia, DestinAsian, Luxurious Magazine, Aspire Design & Home, and High End Magazine, supported by high-impact social content from leading regional tastemakers.
The campaign delivered a measured, culturally aligned launch, while elevating Fight Club beyond a menu debut and positioning Room4Dessert within a wider luxury and creative context where food, travel, design, and community intersect.
