Tequila brand José Cuervo has opened a distillery experience in the metaverse, designed by Bompas & Parr and Rojkind Arquitectos.
Located on the Decentraland platform, the ‘metadistillery’ is an interactive version of the La Rojeña distillery in Mexico. It was created to allow users to interact with the brand.
Bompas & Parr said “almost anything is possible” in Decentraland, “enabling the team to play with the laws of physics in order to create the experience”.
The experience welcomed nearly 2,000 unique visitors in the first 48 hours, according to Bompas & Parr. Guests spent an average of 16.5 minutes in the virtual space.
Bompas & Parr-designed ‘metadistillery’
Guests can enjoy “tequila-based tasks” and learn about the process of making José Cuervo. Attractions include a game of volleyball with piñas in a pool and collecting droplets of golden tequila in a barrel maze.
Rojkind Arquitectos’ virtual building was “inspired by the roots of the agave”. The experience ends with a treasure hunt to find the ingredients to make a margarita before guests slide down a giant agave leaf to exit.
Lander Otegui, senior VP of marketing at Proximo Spirits, said Cuervo “is no stranger to bringing tequila to place it’s never gone before”
“It’s time for Cuervo to take on a new frontier and bring tequila to new audiences by opening the first-ever distillery in the metaverse,” Otegui added.
The digital distillery attraction was created in collaboration with digital programmer M2 Studios, branding agency Mekanism, Decentraland’s Vegas City, and creative agency Ache.
“As experts in creating experiences for distilleries, the opportunity to create a distillery in the boundary-less metaverse, without the constraints of real life is a first-of-its-kind for Bompas & Parr and the world,” said Harry Parr, co-founder of Bompas & Parr.
“Together with Cuervo, we’re bringing the poly-sensory experience of the real world into the limitless world of Decentraland, and we’re delighted to be working on this project together.”
Images: Bompas & Parr
