ICC Sydney CEO Asia Roadshow 2019

PRODUCTS + SERVICES – Food Tribes: Private Dining Experiences


ICC Sydney has always been a strong supporter of BEAM and we wanted to honour our relationship and surprise them with an immersive experience during the Singapore leg of their ‘2019 CEO Asia Roadshow’.


The ICC Sydney senior management team are repeat visitors, familiar with Singapore. The annual roadshow includes visiting customers & partners and experiencing some of the latest food and beverage concepts in the key cities. We knew we had to design something special!

BEAM loves ICC Sydney’s food philosophy – these guys kill it! That love motivated us to create a memorable ‘home-dining’ experience that would surprise the pants off anyone in a vibrant, F&B-crazy city like Singapore.


Travelling first through some of the greener parts of Singapore, our guests arrived via private coach at the beautiful home of one of our beloved ‘Food Tribes’ hosts, Lita. Lita expressed her own food mantra with a salad-making exercise, our guests tasting handpicked greens grown right here on the island.

Mirroring ICC Sydney’s food philosophy – fresh & direct from the source – the experience we created ensured our guests saw a different, unexpected side of Singapore. When they began their Roadshow, you can be sure this was an experience and perspective they did not expect to go home with.

“Special meal, special people, special memory. A very special thank you.”

Geoff DonaghyCEO | ICC Sydney