Tequila Patrón has showcased the artisanal craft that goes into its production in a window display at Selfridges Oxford Street store.
As part of the department store’s ‘Meet the Makers’ campaign, the Patrón Selfridges window focuses on the 60 individual hands that make one bottle of Tequila Patrón.
“At Patrón everything we do, from harvesting our agave to distilling it in small batches to crafting our one-of-a-kind bottles, is done by hand. No less than 60 hands touch each bottle of Tequila Patrón by the time it leaves the distillery,” said Patrón Spirits International regional director of marketing and commercial strategy (EMEA), Matt Sykes.
“The ‘60 hands’ window at Selfridges is a celebration of the best assets we have for creating our world class tequila, our hands. For creating perfection, we believe you can’t find a better tool.”
Designed by Harlequin the window was inspired by artist Bruce Nauman’s show in 1996 entitled ’15 pairs of hands’. Rachel Sutherland, designer at Harlequin, commented: “The skill and detail in Bruce’s sculptures are highlighted by the contrast of the raw unfinished edges of the raw material. The clean exhibition aesthetic we used in this window appealed to us as it gives a premium platform to showcase a premium product. It displays each hand as a piece of art and shows the importance and technical expertise of each workers.”
Each window of the Selfridges ‘Meet the Makers’ campaign showcases a different innovator, boundary pusher of food/drink designer that inspires and shapes the food world. In addition to the window display the makers will also display their products in-store within the FoodHall and host dedicated evening talks regarding their chosen profession with Zoran Peric, brand ambassador for Patrón holding a masterclass on Thursday 14 August.