Don Julio 1942 x Gleneagles Townhouse

Don Julio 1942

Client

Spirits / Brand Activation

Sector

Note Burning Room at Edinburgh’s stunning Gleneagles Townhouse

Locations

the challenge
Don Julio 1942 had the opportunity to create a spooky takeover of the Note Burning Room at Edinburgh’s stunning Gleneagles Townhouse for their famous members-only annual Halloween party. The ask was to bring some spooky flare to the space and engage an exciting performer to make this the place to be in the hotel.
our solution
We got to work brainstorming how to bring the Halloween feels but in a super-classy environment with an ultra-premium brand. We used the iconic shape of the bottle to make standout illuminated arches across the space, including a giant set attached to the back bar, with Don neons spilling out spooky amber lighting. We installed lush, autumnal coloured earthy foliage to bring a spooky softness and add other touch points such as menus, Frida Kahlo inspired prints and a bespoke DJ booth. Our custom photo opp was also a standout.
our solution
We got to work brainstorming how to bring the Halloween feels but in a super-classy environment with an ultra-premium brand. We used the iconic shape of the bottle to make standout illuminated arches across the space, including a giant set attached to the back bar, with Don neons spilling out spooky amber lighting. We installed lush, autumnal coloured earthy foliage to bring a spooky softness and add other touch points such as menus, Frida Kahlo inspired prints and a bespoke DJ booth. Our custom photo opp was also a standout.
the delivery
To celebrate the artistry of Tequila Herradura, we delivered a bespoke, multi-sensory brand world centered around ‘The Extraordinary.’ The execution featured a custom-engineered horseshoe bar—a nod to the brand’s iconic ‘U’—hand-finished in charred oak and copper. Operating across London’s most prestigious cocktail hubs, the delivery integrated live agave-harvesting demonstrations with an immersive ‘Tequila Terroir’ tasting room. Our team of expert mixologists served over 4,500 signature ‘Horseshoe Margaritas,’ while a synchronized lighting and soundscape mirrored the atmospheric energy of the Hacienda San José del Refugio. From complex logistical site-builds to precision guest-flow management, the delivery was a seamless blend of heritage and modern luxury.
the delivery
To celebrate the artistry of Tequila Herradura, we delivered a bespoke, multi-sensory brand world centered around ‘The Extraordinary.’ The execution featured a custom-engineered horseshoe bar—a nod to the brand’s iconic ‘U’—hand-finished in charred oak and copper. Operating across London’s most prestigious cocktail hubs, the delivery integrated live agave-harvesting demonstrations with an immersive ‘Tequila Terroir’ tasting room. Our team of expert mixologists served over 4,500 signature ‘Horseshoe Margaritas,’ while a synchronized lighting and soundscape mirrored the atmospheric energy of the Hacienda San José del Refugio. From complex logistical site-builds to precision guest-flow management, the delivery was a seamless blend of heritage and modern luxury.
the impact
The Don Julio space was the hit of the party. The lights created a soft but spooky atmosphere, our band played hit after hit and our DJ kept the party going into the wee hours. We successfully married Halloween to two ultra-premium brands and had a lot of fun doing it…who’s excited for next Halloween??
the impact
The Don Julio space was the hit of the party. The lights created a soft but spooky atmosphere, our band played hit after hit and our DJ kept the party going into the wee hours. We successfully married Halloween to two ultra-premium brands and had a lot of fun doing it…who’s excited for next Halloween??