Altos Paloma Mi Amor
Client: Altos Tequila
Occasion: Cinco de Mayo & Paloma Day
Location: LUBNA (Milan), The Magick Bar (Rome)
Concept
An immersive experience to celebrate the iconic Paloma cocktail by transforming two urban locations into a contemporary Mexican home.
Two multisensory events featuring music, interaction, atmosphere, and premium mixology.
The Idea
To strengthen the brand identity and celebrate the Paloma as an icon of modern lifestyle, Altos Tequila and Musa launched Paloma Mi Amor: two free, public events in Milan and Rome, designed to engage young adults and local communities in an authentic and vibrant narrative of Mexican culture.
The Experience
To celebrate Cinco de Mayo, LUBNA – one of Milan’s trendiest venues – was transformed into a modern Mexican home, capturing the authenticity and warmth of contemporary Mexico. Setting the tone for the night was a curated lineup: the sounds of Ethan & Sweeeng, Philou, and Boss Doms guided guests through Paloma cocktails, exclusive giveaways, and an immersive atmosphere.
After less than a month the format arrived in Rome, within one of the city’s most enchanting courtyards. Here, the experience took place in the open air, with Roman sunsets, live interactions, and signature mixology by Altos Tequila. At the decks: Antonio Piepoli, Space 23, Philou, and once again Boss Doms, closing the event with an energetic set infused with global musical influences.
Results
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Two sold-out events with RSVP-only access
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Over 9 hours of live music in total
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Hundreds of Palomas served
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Strong organic turnout and social sharing
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Strengthened the brand’s lifestyle perception
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Direct connection with the Paloma lovers target (ages 25–35) in two key cities
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Enthusiastic feedback from communities, influencers, and media: “A perfect mix of Mexican spirit and urban vibes”
