New York, NY
Challenge:
Tequila Don Julio and NVE Experience Agency approached us to bring their most ambitious brand experience to life — a full-scale takeover of Mercer Labs to honor the legacy of Don Julio González. The challenge was to reimagine a tasting experience not as a simple activation, but as a deeply immersive journey through culture, craft, and emotion. The goal: transform the Museum Of Art & Technology into a living tribute to tequila.
Our Approach:
Our focus was the centerpiece of the experience — the Map, a 5,000 sq ft theater-like space — which we transformed into a modern hacienda that transported guests to the heart of Jalisco. As the sequence unfolded, the hacienda lifted like a stage curtain, to reveal a luminous world beneath: a space alive with flowing liquid, where the spirit of Don Julio emerged. The room then paused — frozen in light — to mark the second tasting moment. Finally, we transitioned into a quiet, starlit night, as the hacienda dissolved into the cosmos, leaving behind only atmosphere and memory.
Results & Impact:
The main room became the soul of Por Amor: An Immersive Tasting Experience, tying the entire journey together through ritual sensation, spectacle, and awe. The projection-mapped sequence welcomed over 3,000 guests into Don Julio’s story through motion and visual artistry.
With over 1,000 hours of production, 27 projectors, and seamless collaboration with NVE Experience Agency, the piece became more than a tasting — it was a living tribute to craft, legacy, and sensory storytelling.
The response was immediate and heartfelt.
"Your talent continues to blow me away, especially given the tight timeline we were working with. I’m still in awe of what we accomplished together. Thank you, thank you, thank you!" /// Ely Acre, Design Director
Credits:
whole NVE Experience Agency team
whole Mercer Labs team
Photography: @Jennalynnphotog
