rojkind arquitectos enters the metaverse with surreal video game-like tequila distillery

rojkind arquitectos designs metadistillery in metaverse

For José Cuervo Tequila, Rojkind Arquitectos enters the metaverse and presents its first completed metadata project, the Metadistillery. In collaboration with a group of experts and designers specializing in digital experiences, Rojkind Arquitectos design a three-dimensional online parallel universe in a video game-like scenario. Here, individuals can adapt an alternate identity to enjoy a host of activities that extend beyond the scope of enjoying tequila in a typical distillery. The natural interior architecture of the José Cuervo Metadistillery, fused with futuristic virtual elements, and the vast structural form is inspired by the roots of the agave plant, which symbolizes both tequila and the importance of Mexican traditions and cultures. When observed the plant nucleus evokes feelings of protection and consolidation, reflected in the architects’ aspiration to utilize the power of the metaverse to create a structural center around which individuals can forge stronger bonds in a distinct game-like virtual reality environment, fostering an inclusive community in the new social context.

the distillery’s vast structure is inspired by the agave plant

all images courtesy of Rojkind Arquitectos

the surreal video game-like scenario fosters social bonds

Exploring the vast potential that design represents in digital environments, its presence in millions of people’s imaginations, and its instant accessibility through electronic devices, Rojkind Arquitectos ponders a more active participation of architecture and design in virtual environments, particularly as new digital scenarios, like the metaverse, emerge. Having long toyed with design approaches to intangible realities, with the José Cuervo Metadistillery project the architects respond to the function of objects in relation to human needs within specific contexts, while also creating unique intangible experiences through objects and nature. The Mexico City-based firm’s approach to constructing the Metadistillery metaverse system begins with questioning traditional architecture and design methods used for designing physical spaces. The designers extend the disciplinary boundaries of design to digital spaces, creating new unique experiences and making sense of architecture in a virtual context.  

‘A building makes sense due to its program, physical position, and construction technology; but, for the person, what is unforgettable is the view, a light effect, or the experience of the visit’, notes Rojkind Arquitectos. Inside the Metadistillery, the architects create a futuristic and somewhat surreal distillery, dividing the space into various floating platforms and zones, each programmed with a different activity. They construct an unforgettable, vibrant and interactive experience where users can acquire an alternate identity to enjoy the unique, new social context. Upon entering, visitors are met with a curious display of bottles of tequila encircling a ring of fire. Elsewhere is a garden of blue agave fields with a luminous center, a suspended pool to play volleyball in while floating in the air, and a barrel maze to test guests’ visuospatial skills. A long, glass filter portal winds throughout the entire structure, leading to a bar to enhance social interactions.

Rojkind Arquitectos constructs a vibrant, interactive social experience where users can take on an alternate identity

a long, glass filter portal winds through the entire structure, leading to a bar

as though in a video game, visitors can enjoy a game of volleyball in a floating pool

the project utilizes the power of the metaverse to an environment where individuals can forge stronger bonds

project info:

name: Metadistillery José Cuervo

designer: Rojkind Arquitectos

design team: Michel Rojkind, Diego Lezama, Fernanda Ventura, Cesar Saldivar, Patricio Errejon

creative development: Ache 

marketing agency: Mekanism (Barbara Bell, Jonica Reed)

aesthetic and consumer experience: Bompas & Parr Studio (Alix Cherowbrier, Rob Smith, Amelia Goldie, Charlotte Wilde)

supported by: Tangible (Mariano Montaño, Carlos Verástegui). Vegas City (Anna S., James A.). Decentraland. 

Vegas City

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edited by: ravail khan | designboom