It Takes ’60 Hands’ to Make One Bottle of Patròn

It Takes ’60 Hands’ to Make One Bottle of Patròn

Tequila brand takes over Selfridges window in London outfitter's latest 'Meet the Makers' installment

Vincenzo Landino
  • 18 august 2014

A wonderful testament to makers can be seen on the streets of London. This window, designed by Harlequin, was inspired by artist Bruce Nauman’s show in 1996 entitled “15 pairs of hands.”

Patron 60 hands Selfridges window_360_169.jpg

As part of Selfridges eight-week-long “Meet the Makers” campaign, which launched at the end of June and focuses on some of the the brand’s favorite food artists, artisan producers and creators, the Patrón Selfridges window on Oxford Street, London focuses on the 60 individual hands that help to make one bottle of Tequila Patrón. Describing the effort, Patrón Spirits International regional director of marketing and commercial strategy (EMEA), Matt Sykes, says:

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,” ‘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.

Patron 60 hands Selfridges window_360_025.jpg

Harlequin designer, Rachel Sutherland, commented on Bruce’s sculptures, stating their “raw, unfinished edges of the raw material” as well as the “clean exhibition aesthetic” was used for the window to showcase Tequila Patrón as a premium product.

Other ‘Meet the Makers’ campaign windows can be seen in Selfridges, showcasing a different innovator in the food/drink design space. Find out more about the “Makers” series here.


PSFK's Workplace Vision: Leave The Busywork To The Bots

Syndicated Today

In Popular Games, The Recurring Theme Is Exploration

The much-hyped sci-fi sandbox game proved to be as massive as expected, while Pokémon Go continued to prove inescapable

Design Today

The Best In Wearable Tech From The Rio Olympics

PSFK rounds out the Rio Games with our picks for the best gadgets and devices used to track performance


Get PSFK's Latest Report: Innovation Debrief: Boston

See All
Advertising Today

This Cookbook Is Inspired By Brad Pitt’s On-Screen Eating Habits

Learn how to whip up meals and snacks pulled straight from the actor's fictional universe

USA Today

Tour The US National Parks From The Comfort Of Your Home

Google's new 360-degree video feature lets people take a trip to Alaska, Utah or Hawaii and see these marvels of nature up close


Colleen DeCourcy

Marketing & Advertising

Augmented & Virtual Reality Today

VR Used To Train For Active Shooter Preparedness

SurviVR is an immersive environment to teach civilians how to protect themselves in dangerous situations

Cities Today

Redesigned London Tube Map Aims To Get People Walking

The updated display illustrates approximately how many steps it takes to walk between stations for a healthier commute

Experiential Marketing Today

Nike Creates An Immersive Pop-Up Fitness Experience In London

The Unlimited You space gave athletes a chance to push their limits farther than ever before


Future Of Work
Cultivating The Next Generation Of Leaders

PSFK Op-Ed august 24, 2016

Why Building Better Offices Is The Key To Employee Engagement

Interaction Designer and Audio-visual Technologist at ESI Design illustrates the value in creating environments filled with surprise and delight

PSFK Labs Today

The 10 Steps To Discover, Hire, Develop Your Next Leader

PSFK's Future of Work report outlines key steps in the employee development path to empower next-gen leaders

Automotive Today

Uber Now Lets Commuters Pay With Pretax Dollars

The prepaid cards are a partnership with WageWorks, letting uberPool users save up to 40% on their trip

Home Today

Philips Hue Adds Motion Sensor To Control Lights Automatically

The wireless device lets users interact with their environment without needing to press a switch

Home Today

Beacon Device Takes The Pain Out Of Navigating A New Airbnb

Ping provides new guests with a guided tour of the house or apartment through a simple tap of their phone

Arts & Culture Today

Shelf Makes Its Contents Appear To Hover In Midair

The design uses metal tubes to create an optical illusion when viewed from the front

Arts & Culture Today

Interactive Ceiling Responds To People Walking Underneath

The installation features built-in sensors that cause the undulating surface to morph and react to passersby


Rio Olympics
Innovation Coverage From The Rio Games

Fashion Today

Declutter And Recycle All Of Your Unwanted Stuff

A new app will help catalogue your possessions and give them away as donations when you no longer want them

Advertising Today

Tokyo Concept Store Disguised As A Parking Garage

The retail and cafe project is designed as a hidden treasure for urban explorers

No search results found.