Making Día de Muertos London's most coveted cultural moment with Don Julio
Don Julio's global ambition is to establish Día de Muertos as the brand's most iconic annual cultural platform. Our challenge was to bring the celebration to London while honouring authentic Mexican tradition.
Rather than creating another branded pop-up, we transformed Toklas Bakery into Panadería Don Julio — a four-day cultural residency celebrating food, art, music and remembrance through a distinctly Don Julio lens.
Working alongside Panadería Rosetta, Handshake Speakeasy, Michelin-starred chef Elena Reygadas and a community of Mexican artists, every detail celebrated the richness of Mexican culture. By day, guests experienced traditional pan de muerto, cocktail workshops and artisan markets; by night, the space evolved into one of London's most sought-after destinations.
We flew Gabbriette over from LA to host the exclusive night-one launch. This was Don Julio at its most magnetic — authentic, artful and alive in culture — establishing the occasion as part of London's creative calendar.
Campaign
