Bulleit Frontier Whiskey Opens ‘Multi-Sensory Immersive Bar Experience’ in This City
The Bulleit Limitless Lounge in Los Angeles (Photos: Bulleit Frontier Whiskey)
Bulleit Frontier Whiskey on Wednesday announced the opening of the Bulleit Limitless Lounge in Downtown Los Angeles. The space is a multi-sensory blend of music, art, design and technology according to the brand.
The brand partnered with media artists at Optical Animal, a company that focuses on digital experiences and integrating technology with art.
Bulleit expressed in a news release that this experience is meant to “push past what is, in pursuit of what could be” and challenge guests to reimagine their understanding of what a bar is.
Optical Animal tapped creative collaborators including Mike Perry, an Emmy Award-winning artist with credits that include “Broad City”; the muralist duo boogieREZ; and musical group Bronze Whale. American Forests, a key partner for the Bulleit brand, worked extensively in the bar’s nature scene.
The bar features Bulleit-centric libations from the bartender, Crystal Mendoza. Mendoza is a member of the Long Beach Bartenders Guild and the Season 11 West Coast Winner at Speed Rack, one of the largest speed-based cocktail competitions for women in support of breast cancer.
The lounge contains four spaces: The Nature Scene, The Art Scene, The Music Scene and Imagination.
The Nature Scene is a forest-themed space where guests can watch a forest grow before their eyes while indulging in a sherry cobbler cocktail served in a mushroom-shaped glass on a tray with moss, leaves and other natural details.
The Art Scene features Graffiti by muralist duo boogieREZ.
The Art Scene focuses heavily on the creative process, with BoogieREZ’s graffiti decorating the walls. Guests can listen to artists discussing their creative process while drinking a Bulleit Bourbon and Rye cocktail from a glass decorated with edible spray paint.
Guests who visit The Music Scene will be immersed in a sonic experience and listen to Bronze Whale’s song, “Good Enough.” Mendoza created a cocktail meant to capture what it feels like to be at a concert in liquid form, complete with multi-colored lights illuminating the ice.
The final room, Imagination, takes patrons into Perry’s mind and features geometric shapes and patterns. The cocktail is a Bulleit Bourbon carbonated cocktail with edible glitter and engraved ice.
“The Bulleit Limitless Lounge translates the essence of the Bulleit Pioneer Project into a physical and accessible activation through a reimagined bar that pushes the boundaries of what a bar environment can be,” stated Senior Vice President of Whiskies and Liqueurs at Diageo, Jesse Damashek in a statement from the brand. “We set out to design an experience with the power to unlock inspiration in those who experience this incredible, reimagined space. I’m proud that our team of amazing pioneering partners have built a mind-bending, boundary-pushing, immersive experience that inspires awe and awakens the imagination of all who enter it.
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