See Inside This High-Tech, Multisensory Experience from Don Julio

Part guided tasting, part interactive art experience, the latest activation from the spirits brand immersed guests into the culture of the popular tequila.

June 18, 2025

During the experience, guests traveled from the red clay fields of Jalisco to the heart of a modern Mexican celebration.Photo: Courtesy of Plural

NEW YORK—Don Julio recently hosted a full-scale immersive takeover of Mercer Labs Museum of Art and Technology in New York City, marking the first time any brand has fully transformed the high-tech space.

From June 12–15, Por Amor: An Immersive Tasting Experience welcomed guests on a multisensory journey that explored the life of founder Don Julio González and the world he created. Spanning several rooms, the experience allowed visitors to craft their own cocktails using Don Julio tequilas, as well as step inside tech-driven installations that were powered by cinematic projections, 4D spatial audio, and evocative scents like the warm aromas of roasted agave and rich oak.

“Tequila Don Julio has always stood at the forefront of innovation, now exploring bold new frontiers through emerging technology. This first-ever brand takeover of Mercer Labs is a natural extension of that spirit, bringing the soul of our brand to life in a groundbreaking, immersive format that reaffirms our position as a category leader and cultural force, invites new audiences into our world, and pays tribute to the vision and passion of our founder Don Julio González,” said Jon Del Rosario, brand director of Tequila Don Julio, about the venue selection.

Since its 2024 opening, the museum has hosted events for notable names such as Alicia Keys, the Tribeca Festival, Dua Lipa, DESIGN NYC, 88 Rising, and DIAGEO, among others. The 36,000-square-foot space features 26-foot-high projectors and LED mirrored infinity rooms. There are a total of 15 different rooms to explore.

During the experience, which was free and open to the public via ticket reservations, guests traveled from the red clay fields of Jalisco to the heart of a modern Mexican celebration. A total of 3,500 guests journeyed through Tequila Don Julio’s Por Amor: An Immersive Tasting Experience.

Keep scrolling to see key vendors and more from inside Por Amor: An Immersive Tasting Experience...

VENDORS

Catering: Pinch Food Design
Cocktail Strategy: Cocktail Academy
Dancers and Costumes: Dawn Dunning
Fabrication: Konduit NYC
Florals: Buunch
Print & Graphics: C2 Imaging
Production: NVE Experience Agency
Rentals: Taylor Creative, Patina Rentals
Staffing: Perfect 10 Promotions
Venue: Mercer Labs Museum of Art and Technology

Don Julio hosted a full-scale immersive takeover of Mercer Labs Museum of Art and Technology in New York City.

Don Julio hosted a full-scale immersive takeover of Mercer Labs Museum of Art and Technology in New York City.

Photo: Courtesy of Plural

The foyer of the museum was transformed for the brand takeover.

Photo: Courtesy of Plural

The 36,000-square-foot space features 26-foot-high projectors and LED mirrored infinity rooms. There are a total of 15 different rooms to explore.

The 36,000-square-foot space features 26-foot-high projectors and LED mirrored infinity rooms. There are a total of 15 different rooms to explore.

Photo: Courtesy of Plural

During the experience, guests traveled from the red clay fields of Jalisco to the heart of a modern Mexican celebration.

During the experience, guests traveled from the red clay fields of Jalisco to the heart of a modern Mexican celebration.

Photo: Courtesy of Plural

The rooms were designed to mirror the personality of each expression—Reposado, 70 Añejo Cristalino, and the acclaimed 1942.

The rooms were designed to mirror the personality of each expression—Reposado, 70 Añejo Cristalino, and the acclaimed 1942.

Photo: Courtesy of Plural

Founder Don Julio González's famed hat was displayed in a unique way.

Founder Don Julio González's famed hat was displayed in a unique way.

Photo: Courtesy of Plural

Visitors were able to craft their own cocktails using Don Julio tequilas.

Visitors were able to craft their own cocktails using Don Julio tequilas.

Photo: Courtesy of Plural

“Tequila Don Julio has always stood at the forefront of innovation, now exploring bold new frontiers through emerging technology. This first-ever brand takeover of Mercer Labs is a natural extension of that spirit, bringing the soul of our brand to life in a groundbreaking, immersive format that reaffirms our position as a category leader and cultural force, invites new audiences into our world, and pays tribute to the vision and passion of our founder Don Julio González,” said Jon Del Rosario, brand director of Tequila Don Julio, about the venue selection.

Photo: Courtesy of Plural

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