(Photos: Patrón Tequila)
The power of a giant dome over the collective imagination can't be overstated. Search no further than the Las Vegas Sphere and its endless array of LED smiley faces, blinking eyeballs and immersive concerts to get a feel for how viral the concept can reach when plunked into the heart of a major city.
From the looks of its recently unveiled 360° installation, Patrón Tequila has been taking a few notes. Clocking in at 88 by 88 feet, the eggshell-hued dome is hitting the road in Montreal and Toronto this month for a series of boozy festivities. Here's what to expect:
The brand says it'll use projection mapping technology to transform the dome's ceiling into a shifting landscape that whisks attendees over the agave fields of Jalisco and other Mexican landmarks. In mock-up photos, cacti, mountains and sunsets featured prominently. On the sand-dusted floor, you'll find a rounded bar counter serving up cocktails and a live DJ set from Canadian "superproducer" Kiinjo.
“PATRÓN Tequila is known for bringing uniquely luxurious and energetic experiences to consumers, and this summer we plan to live up to that reputation,” Patrón Tequila Senior Brand Manager Rahel Lippert said in a news release. “We can’t wait to bring this one-of-a-kind event to Canadians this summer and watch as guests are whisked away to a luxurious desert oasis in Mexico. PATRÓN 360° guarantees a truly one-of-a-kind experience.”
The installation will set up shop Friday and Saturday in Montreal and July 26-27 in Toronto, with tickets available online at $35 per person.
Founded in 1989, the Bacardi-owned distiller was best known for decades for its short-and-stout bottles, arguably one of the most iconic silhouettes in the tequila category. In recent years, however, Patrón has been taking a different stab at the playbook amid a fast-changing market.
The brand recently rolled out its Patrón El Cielo and El Alto bottlings, both of which feature a slender decanter increasingly popular with the party-going "ultra-premium" category of brands like Clase Azul and Don Julio 1942. Taking inspiration from mezcal, Patrón also released a pair of Ahumado expressions, distilled using smoked agaves rather than the typical steamed agaves found in most tequilas.
Based on promo videos, the 360° events appear to be a means to familiarize consumers with a new suite of products. If you'd like to learn more, find the Patrón website here.
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