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

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.”

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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.

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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.

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