don julio rosado launch

Location : Sheats Goldstein House, LA, March 2023
Agency : NVE
Client : Diageo; Don Julio
Role : Designer
Design Team : Erinn Elliott, Natalie Benos, Stephanie Johnston, Lila Kern-Mireles
Photographer : plural_co

In March of 2023, NVE was tasked with ideating and executing a buzz-worthy launch that delved into the pink disco world of Don Julio’s newest tequila, Rosado. With the stipulation of popping up in two cities at the same time on both coasts, we landed on Miami and Los Angeles as the lucky recipients of these launches. However, the sites chosen for each location were drastically different. In Los Angeles, this event would take place at the famed Sheats-Goldstein House, a beautiful and hip architectural gem in the heart of the Hollywood Hills, whose historic status and geometric angles gave it many rules and tricky design restrictions. Starkly different from the LA location, in Miami the launch would pop up at Jungle Plaza, a large, blank, open-to-the-elements concrete slab in the heart of the Miami Design District. The look and feel of this product launch was to directly reflect the in world advertising that was created for it. I was brought onto the project about halfway in, and was entrusted with ensuring the design elements for the LA location would be up to snuff, choosing & finalizing furniture pulls, and working with the production team to keep everything in budget and locked & loaded with the correct vendors. Once I finalized the ever changing floorplan, myself and my co-designer Natalie Benos divvied up the needed fabrication drawings, as the built elements would essentially be the same for both locations. I was then tasked with clarifying and finalizing the fabricated pieces with our two fabrication houses to safeguard their final look. After several delays on site due to the rare (but intense) LA rain storms and constraints from the venue, we activated in the driveway, on the tennis court, in the on-site club (renamed to Club Rosado), and next to the newly finished pool and lawn. I oversaw all design and fabricators on site, working with the team to come up with the necessary on site pivots that always arise.

the driveway

the tennis court

club rosado

the pool level