Liquor Marketing Gimmick #2,391— randomly hand out awards! Tonight Chopin Vodka honors eight “Unconventional Geniuses,” and among them are Wylie Dufresne, the AvroKo design firm, and (per the press release) “pioneer in the pastry movement” Will Goldfarb. Apparently a whopping three-eighths of today’s unconventional geniuses are associated with the restaurant world! (Non-chef picks include director John Cameron Mitchell and artist Kenny Scharf, if you’re looking for perspective.) You’ll have to attend the party tonight at Peter White Studio to find out what the top-secret award looks like, but, as a point of reference, Johnnie Walker’s “30 Under 30” (none of them chefs) received personally engraved bottles of Johnnie Black. Dare to dream, unconventional geniuses!
Wiley Dufresne (left) and Will Goldfarb (right)haha Photo: Melissa Hom