via GRAPHIC PLUS — In the world of premium smartphones, we often talk about megapixels, apertures, and sensor sizes. But to celebrate the release of the new Xiaomi 17 Series, Xiaomi Philippines decided to speak a different language: the language of flavor, texture, and light.
Last March 9, Xiaomi, in collaboration with renowned Chef Josh Boutwood, invited a select group of tastemakers to Helm, the culinary playground, to see and taste what happens when world-class Leica imaging that the Xiaomi 17 Series is proudly packing is translated into a multi-course Michelin-level narrative. Boutwood is also a two-star Michelin chef and a longtime photographer who uses Leica cameras.
The event, titled “From Lens to Palate,” positions the Xiaomi 17 Series not just as a piece of tech, but as a lifestyle essential for the modern storyteller. Central to the experience is Xiaomi’s strategic partnership with Leica, a legendary name in the industry synonymous with photographic soul.
A captivating experience for the senses
But the real magic happened when the technical data—the way the lens captures light, the depth of a shadow, the grain of a texture—was handed over to Chef Josh. He was tasked with an avant-garde challenge: reimagining photographs captured on the Xiaomi 17 Series and translating them into a curated seven-course dinner.
Chef Josh certainly delivered, as each course masterfully served as a chapter in a visual story.
The course started with a tuna, coconut, and dill dish based on a photo of a calm Balesin morning.It was followed by an egg, octopus, and cucumber dish based on a beautiful photo of his son looking out an airplane window. Then came an interesting seafood dish of Arctic toothfish, ink, and hay that was inspired by a monochrome photo of the ocean.
The course continued with a dish of rice porridge, crab fat, and tomato oil that he created from a photo of a crab fisher he took in Sweden. It was then followed by a dish of quail, adlai, and pecorino from a geometric photo of a skyscraper building’s glass windows in Metro Manila. The meal peaked at a barbecue dish featuring Wagyu steak, potato, and smoked bacon that was inspired by a visit he made to a smokehouse restaurant in the middle of nowhere to have the best barbecue he’d ever eaten. Lastly, a dessert of yoghurt, raspberry, and champagne was served, taken from a visit to a raspberry vineyard in Bali—where the fruit doesn’t normally grow.
As the Xiaomi team explained the device’s ability to capture raw emotion and clarity, Chef Josh presented dishes that mirrored those very qualities. From a starter that captured the crispness of a high-shutter shot to a main course that reflected the richness and depth of a Leica-tuned portrait, the transition between photography and gastronomy was seamless. The experience truly highlighted the value of craftsmanship present in both photography and food.
“Having the opportunity to use photos as our inspiration was very intriguing for me because it combines my two favorite worlds of cooking and photography into one event,” shares Chef Josh. “And what has happened is that having these beautiful captured images. We looked at the photos and we looked at ways where we could really bring out the most of that photo in an edible form.”
He also shared that for him, the Xiaomi 17 Ultra was truly impressive as a device for impeccable smartphone photography.
“I was so surprised because the moment I picked up the phone [Xiaomi 17 Ultra], it’s almost as if I could walk around with no camera bag and still capture those same memories with the same type of pop in one very small package,” Chef Josh added.
“At Xiaomi, we believe technology should be an enabler of art,” says Tomi Adrias, Head of Marketing at Xiaomi Philippines. “With the Xiaomi 17 Series and our continued partnership with Leica, we are giving users more than a camera; it’s also a medium for sophisticated storytelling in their everyday lives, whether it’s your ordinary moments made more beautiful or your special occasions immortalized in clarity.”
“This collaboration with Chef Josh Boutwood perfectly encapsulates that, showing people how we can all take a beautiful moment with the Xiaomi 17 Series and refine it into something that can be truly savored,” he added.
The evolution of storytelling
With the Xiaomi 17 Series, Xiaomi is proving that a smartphone is more than just a utility gadget, as it has the potential to be a tool for those who appreciate the finer things—those who want to capture a memory with the same level of care that a chef takes in plating a Michelin-starred meal.
Whether you’re a photography enthusiast or a lover of refined experiences, the Xiaomi 17 Series invites you to see the world through a more sophisticated lens.
Experience the evolution of visual storytelling for yourself. Visit the official Xiaomi stores and online shop on Shopee to witness how the Xiaomi 17 Series redefines the art of the lens.
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