由专筑网江鹏，小R编译
龙舌兰酒品牌Jose Cuervo在元宇宙开设了一家酒厂，由墨西哥Rojkind Arquitectos事务所和英国设计师Bompas & Parr设计，其中的景点包括一个酿酒桶迷宫和一个游泳池派对。
位于Decentraland平台上的Jose Cuervo酿酒厂是一个体验中心，它邀请客户前来通过在现实世界中不可能的方式与品牌互动。
Tequila brand Jose Cuervo has opened a metaverse distillery designed by Mexico-based Rojkind Arquitectos and British designers Bompas & Parr, where attractions include a barrel maze and a pool party.
Located on the Decentraland platform, the Jose Cuervo Metadistillery is an experience centre that invites customers to come and interact with the brand in ways that wouldn't be possible in the physical world.
▲ Jose Cuervo 酿酒厂是一个虚拟体验中心
The Jose Cuervo Metadistillery is a virtual experience centre
Rojkind以龙舌兰的根部为模型设计了一个巨大的虚拟建筑，龙舌兰是龙舌兰酒的关键成分。
与此同时，体验设计专家Bompas&Parr为用户开发了一系列游戏挑战，让用户在建筑中移动时完成。
Rojkind has designed a huge virtual building that is modelled on the roots of the agave plant – a key ingredient in the making of tequila.
Experience design specialists Bompas & Parr have meanwhile developed a series of gaming challenges for users to complete as they move through the building.
▲ 该建筑被设计成类似龙舌兰植物的根
The building is designed to resemble the roots of an agave plant
设计师与Vegas City district、品牌代理Mekanism、创意机构Tangible和Ache以及数字程序员M2工作室合作创造了这些空间。
Rojkind的建筑设计利用了元宇宙提供的自由空间，在元宇宙中，规划法规、工程挑战和材料成本不再是问题。
The designers created these spaces in collaboration with Decentraland's Vegas City district, branding agency Mekanism, creative agencies Tangible and Ache, and digital programmer M2 Studios.
Rojkind's architectural design takes advantage of the freedom offered by the metaverse, where planning regulations, engineering challenges and material costs are no longer an issue.
▲ 在室内，每个空间都有不同的基于酿造龙舌兰酒的任务
Inside, each space hosts a different "tequila-based task"
该结构的设计体现了品牌的身份和价值。
龙舌兰纤维性的外观使其具有向外弯曲的形状，而内部似乎由浮动平台构成。
The structure is designed to physically embody the identity and values of the brand.
The agave-fibre facade gives it an outwardly curving shape, while the interior appears to be formed of floating platforms.
▲ 在Cuervo Discovery 植物园中种植和收获龙舌兰植物
Agave plants are cultivated and harvested in the Cuervo Discovery Garden
工作室说：“ 这座建筑的造型灵感来自龙舌兰的根部，龙舌兰是一种植物根茎，当被观察到时，会有一种保护和巩固的感觉。”
“在这种情况下，Jose Cuervo酿酒厂有望成为所有个人都能建立更牢固联系的中心，构建一个包容的社区。”
在建筑内部，空间围绕着Bompas&Parr开发的基于酿造龙舌兰酒的任务进行设计，将游客带入制作Jose Cuervo龙舌兰的整个过程。
首先是Cuervo Discovery植物园，在这里，用户需要培育一个虚拟的龙舌兰植物园，并收获成熟的龙舌兰。
"The structure's form was inspired by the roots of the agave, a plant nucleus that, when observed, evokes feelings of protection and consolidation," said the Mexico City-based studio.
"In this instance, the Jose Cuervo Metadistillery aspires to be the centre around which all individuals can forge stronger bonds, building an inclusive community."
Inside, spaces are designed around the "tequila-based tasks" developed by Bompas & Parr, which take visitors through the entire process of making Jose Cuervo's tequila.
First up is the Cuervo Discovery Garden, where users are required to nurture a virtual garden of agave plants and harvest the fully grown piñas.
▲ 龙舌兰泳池派对举办排球比赛作为发酵过程的一部分
The Piña Pool Party hosts volleyball games as part of the fermenting process
在龙舌兰泳池派对上，用户必须玩一场排球游戏，才能打开发酵气泡，让龙舌兰酒有味道。之后，他们必须穿过酿酒桶迷宫，收集桶中陈酿的龙舌兰酒液滴。
在第四空间可以找到一个晶体过滤器。最后，游客必须完成寻宝，找到制作虚拟鸡尾酒所需的所有原料，他们可以在La Familia酒吧与其他用户一起享用。
At the Piña Pool Party, users must play a game of volleyball in order to pop the fermentation bubbles that give the tequila flavour. After that, they have to navigate the Barrel Maze to collect droplets of barrel-aged tequila.
A crystal filter can be found in the fourth space. Then finally, visitors must complete a treasure hunt to find all the ingredients needed to make a virtual cocktail, which they can enjoy with other users in the La Familia bar.
▲ 用户必须通过酿酒桶迷宫收集桶陈酿龙舌兰酒的液滴
Users have to navigate the Barrel Maze to collect droplets of barrel-aged tequila
由设计师Sam Bompas和Harry Parr领导的Bompas & Parr说:“我们在墨西哥开发了一个互动的、抽象的La Rojeña酒厂。”
“在Decentraland平台里，几乎任何事情都是可能的，这使我们能够运用物理定律来创造体验。”
完成所有挑战的人会得到一个可穿戴数字化设备作为他们在虚拟世界的奖励。
"[We] developed an interactive, abstracted version of the La Rojeña distillery in Mexico," said Bompas & Parr, which is led by designers Sam Bompas and Harry Parr.
"In Decentraland, almost anything is possible, enabling [us] to play with the laws of physics in order to create the experience."
Those who completed all the challenges were rewarded with a digital wearable for their avatar.
▲ 虚拟建筑可以在Decentraland平台上找到
The virtual building can be found on the Decentraland platform
Jose Cuervo的国际经销商Proximo Spirits的高级营销副总裁Lander Otegui说：“Cuervo对把龙舌兰酒带到它从未去过的地方并不陌生。”
他说：“我们获得了第一个在哈利斯科州（Jalisco）蒸馏龙舌兰酒的许可证，Cuervo家族在260多年前就在这里创造了龙舌兰酒的民族精神，今天仍然在拉丁美洲最古老的酒厂生产龙舌兰酒。”
“现在是Cuervo开拓新领域的时候了，通过在元宇宙开设第一家酒厂，把龙舌兰酒带给新观众。”
“Cuervo is no stranger to bringing tequila to places it's never gone before," said Lander Otegui, senior vice president of marketing at Proximo Spirits, the international distributor for Jose Cuervo.
"We were given the first license to distil in Tequila, Jalisco, where the Cuervo family created the national spirit over 260 years ago, and still produces it today in Latin America's oldest distillery," he said.
"It's time for Cuervo to take on a new frontier and bring tequila to new audiences by opening the first-ever distillery in the metaverse."
▲ 在开业48小时内，近2000名用户访问了这家酿酒厂
Almost 2,000 users visited the metadistillery in its first 48 hours
Jose Cuervo元宇宙酿酒厂于7月24日正式开业，当天是美国龙舌兰酒日。在最初的48小时内，它有近2000名访客，用户平均停留16分钟。
在元世界开放的其他建筑包括由BIG设计的ice Media Group的虚拟办公室，以及由独家虚拟房地产公司the Row运营的一系列设计师庄园。
The Jose Cuervo Metadistillery officially opened on 24 July, which is National Tequila Day in the US. It had almost 2,000 visitors in the first 48 hours, with users staying for an average of 16 minutes.
Other buildings to open in the metaverse include a virtual office for Vice Media Group, designed by BIG, and a series of designer properties operated by the exclusively virtual real estate company The Row.
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