An immersive expertise that drops guests into the center of Tequila in Jalisco, Mexico, will likely be popping up in Miami for six weeks this spring.
Curated by Age of Agave, the expertise is described as a ‘full-sensory exploration of Mexico’s most sacred spirit’ and can run from 2 April to 22 Might.
Described as an ‘analogue immersive expertise’ that takes company from seed to spirit, mixing design, know-how, and custom’, the activation goals to reimagine what cultural experiences could be.
Positioned at Toledo Studios subsequent to Manufacturing unit City in Miami, Tequila City will likely be set over a 25,000-square-foot area, and can see greater than 10 immersive rooms join guests to tales and the complete manufacturing processes of various Tequila manufacturers, from historic producers to trendy ‘trailblazers’.
The lineup contains established producers reminiscent of Jose Cuervo, 1800 Tequila, Dobel Tequila, Reserva de la Familia, and Centenario Tequila, in addition to rising manufacturers reminiscent of El Tequileño, m4 Tequila, and Volcan de mi Tierra.
The idea will look to carry components of the city to customers with replicated Tequila streets and a recreation of La Rojeña, the distillery and birthplace of Jose Cuervo.
Different installations will embrace a recreation of the hacienda of Lázaro Gallardo, the founding father of Centenario Tequila who’s cited as being the primary Tequila grasp distiller in historical past, and the expertise’s end result area referred to as ‘Cristalino Cantina’, the place Dobel will showcase a glimpse of the class’s future.
Moreover, a Espíritu Categorical Practice will take guests by way of the agave fields of Jalisco, whereas road stands will provide complimentary Mexican snacks referred to as botanas.
The structure of Tequila City is alleged to unfold like a cinematic expertise.
All through the six-week activation, performances, agave tastings, culinary pop-ups and a market of Mexican artisans will happen, in addition to unique ‘Agave After Darkish’ dinners with famend cooks and mixologists.
Past the leisure, schooling and the preservation of Tequila will likely be on the coronary heart of the expertise.
To emphasize why sustainable practices and defending the land matter now greater than ever, Tequila City will boast a everlasting agave backyard on-site, full with native bushes and environmental programming led by an in-house arborist.
Transparency is a rising dialog in Tequila. Over the previous 12 months, debates regarding using the time period ‘additive-free‘ have dominated the sector.
Tequila City is aiming to bridge the schooling hole and convey an understanding of Tequila’s manufacturing and heritage to customers who haven’t but had the prospect to witness it in Mexico.
Tickets for Tequila City price US$85 and could be pre-ordered at www.tixr.com/teams/tequilatown.
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