Wolfgang Puck Generational Tasting Tour

A WebAR Journey Through Legacy and the Future of Fine Dining

Experience

Fact Sheet

Client

Wolfgang Puck Fine Dining Group

Location

Multiple locations worldwide

AR Setup

Mobile Web Augmented Reality Application

The Generational Tasting Tour WebAR Experience

For the Generational Tasting Tour from Wolfgang Puck Fine Dining Group, the brief was simple and ambitious: turn an already extraordinary dinner into a story guests could step inside with their phones.

INDE created a web based augmented reality experience, accessible via a QR code on the collectible newspaper style menu, that let diners explore the evolution from Wolfgang Puck’s legacy to Byron Lazaroff Puck’s future facing cuisine in an exclusive, at table WebAR journey

The Generational Tasting Tour brings Wolfgang and Byron together for intimate, four hands dinners across more than fifteen CUT and Spago locations worldwide. Each course pairs a classic Wolfgang dish with Byron’s contemporary reinterpretation, creating a live dialogue between tradition and innovation.

The menu itself is a centerpiece: a newspaper style collectible that opens with nostalgic editorial layouts and evolves into refined, modern compositions as the evening unfolds. For this project, that physical storytelling became the launchpad for an immersive WebAR experience

Curious what WebAR could do for your brand story?

Get in touch!

INDE creates browser based augmented reality experiences that bring campaigns, packaging, menus, and events to life using nothing more than a QR code and your guest’s phone.

Challenge: Make the Menu Come Alive, No App Required

The Wolfgang Puck team wanted to go beyond a beautiful printed menu and cinematic visuals. They were looking for:

  • A browser based WebAR experience that felt premium but required no app downloads.

  • An intimate, at table wow moment that deepened the generational story without pulling guests out of the dinner.

  • A solution that worked reliably in low light fine dining environments and could be deployed across multiple countries and venues.

In other words, an exclusive WebAR activation for guests only, triggered from the collectible menu and designed to feel like a natural extension of the evening rather than a tech demo.

Solution: A WebAR Story Threaded Through Legacy and Innovation

Guests discovered the experience by scanning a discreet QR code printed on the newspaper menu, unlocking a private, web based augmented reality layer that sat on top of the Generational Tasting Tour.

From there, the WebAR experience unfolded as a conceptual journey:

  • The opening scenes echoed Wolfgang Puck’s deep love of storytelling and newspapers, with more classic, editorial inspired visual elements that anchored guests in history and nostalgia.

  • As the experience progressed, the AR design transformed, drawing on Art Nouveau inspired graphics and subtle 3D motions that began to shift toward the future.

  • The transition into Byron Lazaroff Puck’s world brought in more modern compositions, digital flourishes, and elevated motion that mirrored his forward thinking approach to cuisine.

  • Throughout, film references and cinematic cues appeared as a connective thread, reflecting their shared love of movies and reinforcing the feeling of watching a story unfold, not just a menu being enhanced.

The result was a unified WebAR experience, consistent across all cities, that wrapped the global tour in a single narrative: two generations, one evolving legacy, told through a mix of print, plate, and phone.

Why This Matters for Brands Exploring WebAR Campaigns

The Generational Tasting Tour shows how WebAR and interactive menus can elevate brand storytelling in environments where every detail matters. For broader brands and hospitality groups, this project illustrates how a WebAR campaign can:

Turn printed materials such as menus, invitations, and programs into interactive touchpoints without adding friction.

Deliver exclusive, location based AR activations that feel special and for guests only.

Support global campaigns with a unified web based AR experience that still feels handcrafted and intimate.

Instead of chasing spectacle for its own sake, this browser based AR activation leans into mood, pacing, and emotion. It proves that the most powerful WebAR experiences are often the ones that feel like they have always belonged at the table.

Deliverables

  • Seamless, user-friendly deployment..

  •  AR Software and Content.

  • Custom Branded with featured baseball stars.

  • Delivered via online dashboard

🍲 INDE 🍲

Wolfgang Puck

🍲 INDE 🍲 Wolfgang Puck