To carry out this project, the architecture studio has had to rely on the help of several experts from the digital world such as the agency Ache, which specialized in creative development; Tangible, the expert studio in the Metaverse; the largest video game district, Decentraland, in charge of developing the experience, Vegas City, Mekanism as the marketing agency; and Bompass & Parr, in charge of creating the aesthetic and consumer experience.
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.
