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  1. Production & Strategy
  2. Event Management

Don Julio Builds Modern Casa to Promote "La Primavera" Contest

Rose Chevalier
May 8, 2012

Two days before Cinco de Mayo, Don Julio threw an event to champion its Mexican heritage and a contest to award a handful of consumers the chance to visit its "La Primavera" distillery. The late-night bash on Thursday gathered some 500 guests, including New York Giants wide receiver Victor Cruz, rapper Lil Jon, and actor Geoff Stults, to Studio 450, which was dubbed Casa de Don Julio for the evening.

To convert the 12th-floor penthouse duplex into a modern-day Mexican hacienda, the tequila brand brought in experiential agency Relevent Partners, which used some decor items to add color to the white-walled space. This entailed hanging tinted glass lanterns and paper banners embossed with the Don Julio logo from the ceiling, draping serapes (traditional Mexican woven blankets) over furniture, and scattering candles and cacti in terracotta pots around the venue.

Outside, the producers looked to create a Mexican courtyard, decorating the enclosed terrace with string lights and adding two communal tables for folks to snack on fare provided by Mexicue. Female waitstaff sporting black dresses and white hair flowers passed nosh by Bite Food, including flautas (braised-chicken-stuffed fried tortilla flutes with avocado and sesame), mango and cucumber skewers, and red snapper ceviche.

As a way to incorporate the sweepstakes as well as the recently launched "Know Your Summer" app into the design scheme, Relevent placed QR codes throughout the space and printed them on cocktail napkins. Technology was also utilized at the entrance, where staff equipped with iPads quickly checked in guests to reduce the lines.

To add to the ambiance, the producers used traditional woven blankets, tinted glass lanterns, rustic wooden tables, and cacti in terracotta pots.
To add to the ambiance, the producers used traditional woven blankets, tinted glass lanterns, rustic wooden tables, and cacti in terracotta pots.
Photo: Marion Curtis/startraksphoto.com
Don Julio turned Studio 450 into 'Casa de Don Julio' on Thursday night, bringing 500 guests to a space redecorated with Mexican furnishings. Authentic barrels from the tequila brand played up its heritage and were used as side tables and the three-dimensional backdrop for arrivals.
Don Julio turned Studio 450 into "Casa de Don Julio" on Thursday night, bringing 500 guests to a space redecorated with Mexican furnishings. Authentic barrels from the tequila brand played up its heritage and were used as side tables and the three-dimensional backdrop for arrivals.
Photo: Marion Curtis/startraksphoto.com
Upon arrival, guests were encouraged to leave their mark on the authentic Don Julio barrels by signing their names in permanent marker.
Upon arrival, guests were encouraged to leave their mark on the authentic Don Julio barrels by signing their names in permanent marker.
Photo: Marion Curtis/startraksphoto.com
To emulate a traditional Mexican-style courtyard, Relevent Group brought in cowhide rugs, paper banners, and plenty of candles. A wheeled cart served Popsicles in unusual flavors, including mango-chile and coconut.
To emulate a traditional Mexican-style courtyard, Relevent Group brought in cowhide rugs, paper banners, and plenty of candles. A wheeled cart served Popsicles in unusual flavors, including mango-chile and coconut.
Photo: Marion Curtis/startraksphoto.com
Organizers also employed decals embossed with the brand's logo to decorate the venue's large windows.
Organizers also employed decals embossed with the brand's logo to decorate the venue's large windows.
Photo: Marion Curtis/startraksphoto.com
Staffed by Bite Food, two indoor bars served jalapeño margaritas (a mix of Don Julio Blanco, agave nectar, fresh lime, and jalapeño) and reposado margaritas, comprised of Don Julio Reposado, agave, and lime.
Staffed by Bite Food, two indoor bars served jalapeño margaritas (a mix of Don Julio Blanco, agave nectar, fresh lime, and jalapeño) and reposado margaritas, comprised of Don Julio Reposado, agave, and lime.
Photo: Marion Curtis/startraksphoto.com
To encourage guests to take part in Don Julio's 'La Primavera' sweepstakes, QR codes were strategically placed throughout the venue and on cocktail napkins.
To encourage guests to take part in Don Julio's "La Primavera" sweepstakes, QR codes were strategically placed throughout the venue and on cocktail napkins.
Photo: Marion Curtis/startraksphoto.com
The 12th-floor outdoor terrace was also decorated to match the space, incorporating barrels and wooden benches for guest seating.
The 12th-floor outdoor terrace was also decorated to match the space, incorporating barrels and wooden benches for guest seating.
Photo: Marion Curtis/startraksphoto.com
Paying homage to the authentic Mexican street cuisine, Mexicue was on-site to serve pork spare ribs, chipotle chicken wings, and smoked mushroom quesadillas, all prepped prior to the event. One of the company's food trucks was also parked outside to serve snacks and water after the event.
Paying homage to the authentic Mexican street cuisine, Mexicue was on-site to serve pork spare ribs, chipotle chicken wings, and smoked mushroom quesadillas, all prepped prior to the event. One of the company's food trucks was also parked outside to serve snacks and water after the event.
Photo: Marion Curtis/startraksphoto.com
Much like a traditional Mexican hacienda, the outdoor terrace had communal tables for guests to dine on.
Much like a traditional Mexican hacienda, the outdoor terrace had communal tables for guests to dine on.
Photo: Marion Curtis/startraksphoto.com
Following a DJ set by Matty Mol, former rapper of Lil Jon and the Eastside Boyz, hit the stage for an entertaining performance.
Following a DJ set by Matty Mol, former rapper of Lil Jon and the Eastside Boyz, hit the stage for an entertaining performance.
Photo: Marion Curtis/startraksphoto.com
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