Tequila Don Julio

Tequila Don Julio partnered with New York City’s Mercer Labs Museum of Art and Technology to present Por Amor: An Immersive Tasting Experience, a multi-sensory journey through the harvesting of Blue Weber agave and the artistry behind tequila.

To deepen the immersion, Don Julio and Mercer Labs invited Pinch to create a one-of-a-kind, tactile display of cocktail ingredients, an interactive moment where guests could smell, touch, and explore flavor notes before building their own personalized cocktail.

We designed a sculptural, multi-level display composed of charred wooden blocks, each holding a key ingredient from the cocktail palette. The form and materiality were inspired by the earthy tones, textures, and traditions of Mexico, grounded, warm, and elemental.

Every detail was intentional: the tone of the wood, the height variations, the rawness of the finish. The display became both a visual anchor and a sensory tool, inviting guests to slow down and engage with each ingredient in a more intimate way.

The final installation encouraged guests to experience ingredients in an entirely new way, using touch and smell as guides to shape their cocktail’s flavor profile. What is typically a quick ordering moment became a ritual of discovery, transforming cocktail creation into a personal, sensory journey.