2019 was the year that Patrón held a month-long initiative of Day of the Dead promotions and activations that spanned 200 UK and Madrid venues, featuring our Mexican ceramic skulls. The initiative also included hundreds of bar takeovers, immersive art exhibitors and a series of activations in the US, Australia and other markets worldwide.
To assist in one of Patrón’s biggest initiatives yet, our client, immersive branding agency THREESIXTY COMMS, approached us about a massive custom order, which took our artisans 5 weeks to complete, and included:
💀3,000 branded enamel mugs
💀1,000 ceramic branded mugs
💀396 wholesale ceramic skulls, half in a large size, half in a medium size
💀2,500 metres of green papel picado with 3 custom flags just like their 2018 order
Our ceramic home decor virtually took over SoHo! 200 Mexican ceramic skulls went to the London event venue, 19 Greek Street, where they oversaw bespoke cocktail classes and artworks created by some of the most influential contemporary Mexican artists.
Another 100 wholesale ceramic skulls appeared at different London venues, including The Den, Chotto Matte, Soho Residence, and Selfridges, Harvey Nichols and Amathus, who all sported custom window displays. Yet another 50 ceramic skulls went to an event at the Nakari event space in Madrid for an influencer-centred marketing activation.
The event kicked off with a Day of the Dead parade through SoHo. Many of the bars where ARTMEXICO’s wholesale ceramic skulls appeared offered exclusive cocktails and special events from the 1-3 of November in celebration.
Mexican Artist Lourdes Villagomez also handpainted a special-edition bottle design that was available for a limited time at Selfridges. Heavily featured in all locations were the iconic Day of the Dead themes, including La Calavera Catrina costumes, Monarch butterflies and sugar skulls.
What a fantastic job Patrón and THREESIXTY COMMS did in creating a mix of Mexican tradition with contemporary art and culture to bring new interest and meaning to this iconic celebration worldwide!