Patrón was looking to put their well-known tequila bottle at the forefront of bottle service in Las Vegas nightclubs, surpassing the usual suspect: vodka. They asked us to create several concepts to show the entire brand experience from reserving a table at a club beforehand, to feeling like the center of attention while there, to leaving the club at night (er, lbh, in the morning).
Bottle Service, Shaken Up
Las Vegas, a peacock, some tequila, and a nightclub. OK, go.
- Patrón Tequila
- Brand Strategy
- Creative Direction
- Experience Design
First, we put ourselves in the shoes of what we called the Peacocking Male – the bottle service buyer, the man who goes to Vegas to go clubbing and to be the center of attention. Then we investigated the Patrón brand, landing on two different creative directions: The Bee, and The Boss. Patrón’s logo includes a bee, which is generally underutilized in their branding; and “El Patrón” means “The Boss” in Spanish.
ABOUT THE "BEE" CONCEPT
In the hotel lobby, there’s a beeswax "live sculpture" where actual bees fill in the name of the club and Patrón logo in wax as they work.
In the club, the bottle is delivered by a Queen Bee, carried out by her “worker bees.” She’s gilded and glittering, holding the bottle above her head in a gold hexagonal case.
Tableside, there’s a honeycomb-style booth, a gold metal table with matching hex bottles for all the mixers, and hex glasses made of ice. Each time the Patrón bottle is placed on the table, a receptacle activates “beekeeper smoke” by the entourage.
For entertainment, aerialist "bee" acrobats perform on gold silks, dropping down from the ceiling around the table.
It’s a Patrón night out, so rather than the usual lime and sprinkle of salt with tequila, we have a bee-stencil salt dispenser: “Shake” against a hand, a perfect salty bee appears.
ABOUT THE "BOSS" CONCEPT
Be the Boss for the night, with the hostess greeting with an El Patrón Bluetooth "BossCane" to use throughout the evening, as it activates parts of the club – starting with the entryway lights.
Tableside, the area comes to life with the BossCane, with dancing lights and bursts of smoke.
The Patrón bottle sits inside a globe like it’s floating inside. A green cage of lighting around the globe activates like "electricity," entrancing.
Take a drink, because when the bottle is removed from the pedestal, the pedestal beams a bright lime green light toward the ceiling of the club, like a spotlight.
Use the cane as a kind of selfie stick, taking photos with your entourage, automatically saved for the group.