Chorus, an independent live event and creative agency, has partnered with Don Julio 1942 and Rosewood London for an exclusive activation in central London.
The event transforms Rosewood London’s courtyard into a space inspired by Jalisco’s agave fields, showcasing Mexican culture and craftsmanship.
The activation highlights the legacy of Don Julio González, who founded the ‘La Primavera’ distillery in Jalisco, Mexico, in 1942. Don Julio 1942, a premium tequila, was created to commemorate the distillery’s 60th anniversary, with the Hacienda 1942 concept paying tribute to González’s dedication to quality.
Cassidy Knowles, managing director of Chorus Creative Group, said: “Hacienda 1942 captures the essence of Don Julio’s heritage and spirit. Our aim was to create a space where guests can experience and celebrate the magic of Mexico in central London.”
Conference News attended the event, meeting Andy FennHiggins, director of technical production, and Aaron McGurk, cultural leader at Chorus, to preview the activation and experience it first-hand.
The evening featured classic margaritas, pork tacos, and a signature tequila hot chocolate, reflecting meticulous attention to detail in this collaboration.
Chorus is renowned for producing sustainable, high-quality projects that connect brands with their audiences. This activation exemplifies the collaboration between the brand agency, Don Julio 1942, and Rosewood London, delivering a unique experience in a luxury setting.
The activation runs from 2 November to 9 January.
