The architecture of the metaverse. The Metadestillery by Rojkind Arquitectos
30/07/2022.
Metaverse
metalocus, DIEGO DOMÍNGUEZ GONZÁLEZ
metalocus, DIEGO DOMÍNGUEZ GONZÁLEZ
Description of project by Rojkind Arquitectos
Our first completed project is the Metadistillery for José Cuervo Tequila.
The structure’s form was inspired by the roots of the agave, a plant nucleus that, when observed, evokes feelings of protection and consolidation. In this instance, the José Cuervo meta-distillery aspires to be the center around which all individuals can forge stronger bonds, building an inclusive community.
In each zone of the José Cuervo meta-distillery, a different activity is programmed to make the experience more vibrant: at the entrance, there is a circle of fire surrounded by bottles of tequila; there is a garden of blue agave fields with a luminous center; there is a pool where you can play volleyball; there is a barrel maze to test your visuospatial skills; and there is a glass filter portal that leads to a bar to enhance social interactions.
To create the Metadistillery, Rojkind Arquitectos collaborated with a group of experts and designers specializing in digital experiences: the agency Ache, specialized in creative development; the expert study in the Metaverse, Tangible; the largest video game district, Decentraland, the developers of the experience, Vegas City, Mekanism as a marketing agency; and the UK based dining experience experts, Bompass & Parr, tasked with creating the aesthetic and consumer experience.
Michel Rojkind was born on December 18, 1969, in Mexico City, Mexico. When he was 18, in 1987, he joined Aleks Syntek’s band “La Gente Normal”, as its drummer, with whom he continued playing untill 1999, when the band broke apart, after 12 years and 4 albums.
While playing with “La Gente Normal”, Michel studied architecture and urban planning at the Universidad Iberoamericana in Mexico City and, after working on his own for several years, he teamed up with Isaac Broid and Miquel Adria to establish the architectural firm “Adria+Broid+Rojkind” (1998-2002). With the idea of exploring new challenges that address contemporary society, to design compelling experiences that go beyond mere functionality, and to connect at a deeper level with the intricacies of each project, he established, in 2002, an independent firm (rojkind arquitectos), recognized by Architectural Record in 2005 as “one of the best ten Design Vanguard firms”.