Our work: Jose Cuervo

Jose Cuervo is one of the best recognised drinks brands in the UK. At the “Imbibe” trade show 2011, the Cuervo team wanted to stand out from the crowd.

The Challenge

Having managed the Jose Cuervo brand summit in January 2011, the Seventeen team understood the key messages which the stand had to convey. The ice cold serve and core values of authenticity and tradition were vital to the success of the installation. At the same time we were conscious that with the exhibition lasting only two days we had to have a plan for recycling all materials after the show.

The solution

We used local artists to create a hand built wooden stand structure to recreate an authentic Mexican cantina. This was dressed using genuine Mexican products sourced from a supplier in east London. Props and decoration were chosen to enhance the level of detail in the stand, making this a truly immersive experience.

To showcase the ice cold serve we built a separate area of the stand using low impact wall paper and an LED floor set to scroll through Cuervo brand colours.

After the show we installed the main bar structure in Cuervo’s head office for staff and visitors to enjoy. The rest of wood will be used on site at our offices to replace flooring in the artists’ studios.

The results

The stand got a tremendous reaction at Imbibe and was widely judged to be the best stand at the show. The event was hugely successful for Cuervo allowing them to reach an often cycnical audience in a truly authentic way. For the team at Seventeen this was a challenging project which we enjoyed from start to finish. Cheers!