Conceptualization: 15%

Implementation: 85%


Client: Avion
Industry: Spirits
Type: Trade

Location: New Orleans


Tales of the Cocktails is a highly competitive event environment where trade targets come for a quick taste before moving on to the next event. Keeping guests for a significant amount of time during the event is the ultimate KPI. GRADIENT retained a full event until closure.


The challenge was to create an experience targeting the trade at Tales of the Cocktail 2017, highlighting the uniqueness of the Avion brand by recreating La Fuente in Mexico, and thus portray its authentic, rustic and cultural feel within the quality, luxury and class that is Avion.


New Orleans in August is swelteringly hot and humid, and therefore tough to keep elegant. GRADIENT leveraged this reality, creating a cool environment, with orange blossom infused cold wash upon arrival, refreshing bites throughout including custom granitas served in an authentic Mexican ice cream truck and other cooling hints that retained the trade’s attention. The Authentic Mexican tortilla maker worked along the upbeat band that had everyone dancing in the unique space of the Napoleon House.

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