Hypebeast Visits: Don Julio Immersive Brand Takeover at Mercer Labs


González’s journey started at his first tequila distillery in La Primavera — and now, that legacy involves life in a high-tech, multisensory takeover. Set throughout the museum’s art-meets-technology house, the expertise transports company to the nutrient-rich clay soils and heat local weather of the Jaliscan highlands, the place the story of Tequila Don Julio first took root.