Don Julio 360° Immersive Experience at Mercer Labs

Art Direction, Concept, and Full Production

I had the pleasure of art directing this incredible 360° immersive experience for Don Julio at Mercer Labs | Museum of Art and Technology in New York. From concept and renders to video formats and final delivery, I led the full creative process. We transformed the space with projections covering all four walls, the table, and the floor—creating a fully immersive world.

Huge thanks to the amazing team and to NVE Experience Agency for collaborating with us at Idea & Maker. I’m still in awe of what we achieved in such a short time.

Concept
This 360° immersive experience for Don Julio at Mercer Labs brought the brand’s story to life through full-room projections across the walls, table, and floor. Inspired by Don Julio’s belief that the table is a place for connection, the installation celebrated legacy, passion, and craft.

Guests followed the journey of Don Julio 1942 and Don Julio 70 Cristalino—from rich oak aging to crystal-clear innovation—through motion, sound, and light. Every detail honored the spirit of Mexico and Don Julio González’s vision: to bring people together, with nothing between them but the celebration.
Vamos.