Patron Tequila
THE CHALLENGE
The Round Table approached DisplayWise to bring to life this swish Patron Tequila pop up bar at the Museum of Contemporary Art. The art of storytelling in Mexico is not only the words spoken, but it’s the feelings they evoke, colours, textures, sound and movement that creates an overall experience to be remembered. DisplayWise was excited to work closely with The Round Table to bring this unique design concept to life.
Service | Brand Activation |
|---|---|
Client | The Round Table |
Brand | Patron |
Venue | MCA Sydney |
THE SOLUTION
The meticulous detail flowed throughout the beautiful Patron Tequila pop up bar experience that took Sydney-siders and tourists on a journey to where Patron’s story began. Using natural woods and green plants, the pop-up created a refreshing contrast to the museum’s industrial aesthetic.
Guests entered through a hexagonal trellis tunnel, setting the tone for a journey into the world of Patrón Tequila, blending art and magical realism. The copper finishes, textured paint on the walls and the overall craftmanship makes the product recognisable by creating an immersive and authentic environment that feels naturally enjoyable to sit in. DisplayWise’s industrial design team researched and tested materials that not only transformed Patron Tequila’s pop up space, but would also withstand the outdoor elements for three months on Sydney Harbour’s foreshore.
Throughout its 16-week activation, the Patron Tequila pop up featured signature cocktails, DJ sets, and interactive experiences like bottle art Sundays and VR installations. As part of the global ‘The Art of Patrón’ campaign, the activation was designed to immerse visitors in the craft behind each bottle, further enhanced by a virtual reality tour following Patrón’s symbolic bee through the tequila-making process. Potted agave plants and Mexican-inspired snacks added authenticity, while patrons enjoyed exclusive offers, including collectible cocktail mugs and chances to win dining experiences.
THE RESULT
DisplayWise’s dedication to precision and innovation yielded exceptional results in bringing Patron’s brand story to life on Sydney Harbour’s foreshore. The immersive experience created for both Sydney-siders and tourists exceeded expectations for The Round Table.
This unique activation also aligned seamlessly with Patrón’s position as a Supporting Exhibition Partner for the Sydney International Art Series and the Cornelia Parker retrospective, where art and craft were celebrated in unexpected ways – much like Patrón’s journey from agave to glass. This collaboration resulted in an authentic Mexican hacienda environment that not only provided an enjoyable space for visitors but also enhanced brand visibility for the end client.
“I work closely with Steve and the design department to get into all the meticulous detail and its always great results. I always know I can trust the guys to deliver and they know that our design technique is at the optimum. It’s always about telling the story of the brand.”
EMILY LOVE
EXPERIENTIAL DIRECTOR
Inspired by The Round Table’s experience?