Proximo Spirits has partnered with travel retailer DFS to unveil an exclusive “floating bottle” wall fixture for its Maestro Dobel Tequila brand at JFK Airport’s Terminal 4 Duty Free Store. This launch aligns with Maestro Dobel’s ongoing “Mastering Fluidity” campaign, emphasizing innovation and luxury.
A Unique Visual Experience
The new wall fixture was created in collaboration with Levita, a technology company known for its work with luxury brands and advanced visual merchandising. Levita’s signature levitation technology makes the tequila bottles appear to float within the display window, captivating customers with a striking visual effect.
The Maestro Dobel Tequila Lounge officially opened on May 19 and has become a permanent feature at JFK Terminal 4. The lounge is divided into two sections:
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The upper half showcases Levita’s levitation technology.
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The lower half serves as a retail space offering Maestro Dobel’s latest products, including Diamante Reposado, Diamante Cristalino, and Diamante Blanco.
Sponsorship of the US Open Continues
Maestro Dobel Tequila will maintain its sponsorship of the US Open tennis tournament this August, acting as the event’s Official Tequila. The brand plans enhanced in-venue displays combining tennis and tequila themes. Additionally, the tournament’s popular cocktail, the Dobel Tequila Ace Paloma, will be served in lounges and on golf carts throughout the event.
To further celebrate, a Maestro Dobel Tequila US Open lobby event will be hosted outside the Terminal 4 retail location. Travelers can enjoy giveaways and receive US Open-themed gift-with-purchase (GWP) items.
Industry Leaders Comment on the Partnership
Roy Summers, Head of Global Travel Retail at Proximo Spirits, reflected on the success of the collaboration:
“We have had a very successful partnership both domestically and in duty free since Maestro Dobel Tequila became the Official Tequila Sponsor of the US Open in 2023.
This year, the partnership is even stronger with the launch of the eye-catching floating wall cabinets at JFK. Levita’s magical technology will surely captivate visitors, and the association with this premier sporting event will elevate the Maestro Dobel Tequila range.”
Stéphanie Hourlay, Project Manager at Levita, highlighted the innovation:
“We are proud to showcase Levita’s technology for the first time in US travel retail.
Collaborating with Dobel to bring this innovation to life sets a new standard for luxury spirits presentation. We have created a premium, eye-catching display that redefines visibility in retail.
Dobel’s commitment to craftsmanship matches perfectly with Levita’s mission to revolutionize product presentation. This partnership reflects our shared passion for excellence and innovation.”
About Levita
Founded in 2018 by magicians Clement Kerstenne and Phillippe Bougard, Levita developed a fully controlled levitation technology. Their innovation combines artistry with advanced engineering to create mesmerizing product displays for luxury brands worldwide.
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