Rojkind Arquitectos and Bompas & Parr design Jose Cuervo distillery in the metaverse

Tequila brand Jose Cuervo has opened a metaverse distillery designed by Mexico-based Rojkind Arquitectos and British designers Bompas & Parr, where attractions include a barrel maze and a pool party.

Located on the Decentraland platform, the Jose Cuervo Metadistillery is an experience centre that invites customers to come and interact with the brand in ways that wouldn’t be possible in the physical world.

Rojkind has designed a huge virtual building that is modelled on the roots of the agave plant – a key ingredient in the making of tequila.

Experience design specialists Bompas & Parr, meanwhile, have developed a series of gaming challenges for users to complete as they move through the building.

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