Patron to Celebrate Mexican Culture at New Pop-Up

Jacqueline Barba
Digital Editor
Jacqueline Barba profile picture

Bacardi’s Patron tequila brand is bringing a two-day pop-up shop celebrating Mexican culture and creatives to New York this month.

The “Residencia Patron” experience, open March 25-26, will showcase a representation of the Patron handcrafted tequila process alongside Mexican artisans, inventors and creators Patron believes have pushed the boundaries of what contemporary Mexican luxury embodies.

Located on Chelsea's iconic gallery row in Manhattan at Studio 525, this experience will offer guests Mexican food, drinks, fashion and culture. Residencia Patron will feature immersive architectural installations that pay homage to Patron’s meticulous tequila-making tradition and process, including its use of a tahona stone a two-ton volcanic rock that crushes its 100% blue Weber agave to create its tequila, according to a news release from the brand. 

Inspired by Mexico's surge of creatives and master makers, according to the release, Residencia Patron was created in collaboration with Fabiola Zamora and Danae Salazar, the co-founders of Revista 192, a publisher in Mexico City.  The partners curated a residency of “bold” Mexican creators and artists who represent the modern heritage and integrity of Mexico, according to the release

"Together with Patron, we've curated an experience that explores authentic Mexican luxury through the creative minds who are looking to past traditions, ingredients and materials to build contemporary approaches to art, fashion, music and cuisine, similar to how Patron approaches its time-honored, hand-crafted tahona-based tequila making process," Zamora said in the release.

Throughout the experience, guests will be “transported to an atelier of Mexican craft and creativity” that feature Mexican creatives and businesses including: 

  • Chef Jair Tellez: a pioneer in Mexican cuisine and owner of MeroToro restaurant.
  • Eliana "Eli" Martinez: one of Mexico City's rising bar talents and director of bars for Carolo Group.
  • Cynthia Buttenklepper: a fashion designer whose brand is made in Mexico by Mexicans.
  • Perla Valtierra: a ceramics designer whose brand produces high-end, handcrafted ceramics in Mexico.
  • Xinu: a Mexico City-based perfumery that taps into sensorial heritage to create its fragrances.
  • Aurelia: a fashion and accessories line created by three Mexican sisters who design customizable wooden bags, leather straps, belts and other timeless accessories. 
  • Caralarga: a textile design and production workshop inspired by nature's raw materials.
  • Silvana Estrada: a singer-songwriter whose work embraces the legacy of Mexican music.

Residencia Patron is a private, bookable experience via Squarespace’s Tock online booking company.