For the duration of the week, a town house in Fitzrovia was transformed into a series of brand experiences to showcase the Diageo Reserve portfolio.
Venturing into the basement, guests were greeted with Don Julio’s La Catina Negro which was inspired by a Mexican Jalisco travel agency. There was a separate entrance on Conway Street through a travel agency where visitors had to dial a code to enter the exclusive bar and were then transported to a bit of Mexico they never knew existed. The basement also hosted Johnnie Walker Blue Label where a screening room was created to showcase the latest video starring Jude Law.
Tanqueray No. TEN was located on the second floor where TBA build a bespoke bar and DJ booth as well as importing a lemon tree to bring to life the citrus, glamour and style of this brand. Ten unique new martini cocktails were created to pay homage to the ultimate cocktail. Zacapa was also positioned on the second floor. TBA created a fully immersive journey that allowed guests to experience the story of Zacapa through all five senses followed by a tasting with a perfectly paired amuse bouche created by renowned chef Jason Atherton.
See below for a more detailed journey through the WORLD CLASS House.