Mexico – Seventy years after coming to the US to establish the margarita as the nation’s favourite cocktail, Jose Cuervo is bringing its signature spirit to the digital frontier with the launch of the first-ever metaverse distillery. Opening on the 3D virtual world platform Decentraland, the ‘metadistillery’ will play host to virtual experiences for over-21s, be a source for education on all things tequila, and act as a platform for limited-edition product launches and entertainment activations.
Designed by Mexico-based Rojkind Arquitectos, the structure of the virtual building is based on the roots of the agave plant – the central ingredient used in tequila. Jose Cuervo also worked alongside multi-sensory experience designers Bompas & Parr to shape the aesthetic of the virtual world and design the visitor experience. Each zone invites visitors to take part in games that illustrate a different part of the process of making the spirit.
With consumers increasingly interested in interacting with brands in this emerging digital world, we're seeing the rise of Metaverse Architecture, as a growing number of brands and institutions tap prestigious design and architecture firms to help elevate their virtual presence.
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