Casa de Los Leones: Clase Azul’s Immersive Brand Home in Mexico City

Casa de los Leones is Clase Azul México’s new immersive “home” for tequila, art and design. In a restored Polanco mansion, the brand has fused its Mexican heritage into every detail of the space. The founder calls it “a sacred home where our roots, our culture, and our future converge” – a place to gather and experience the Clase Azul story through architecture and hospitality.

The restoration preserves original colonial features (stone staircases, mosaic floors, wrought-iron balconies and stained-glass windows) while introducing the brand’s palette of rich blues, warm woods and lush plants. This blend of old and new gives the house its character: historic structure and modern design coexist in a “richly layered” environment. For example, architect Andrea Cesarman notes that Polanco’s creative setting reinforces the house’s role as a cultural meeting point.

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Design and Collaboration

C Cúbica Arquitectos led the full renovation, carefully weaving Clase Azul’s identity into the architecture. In this corridor, the original arches and red-tile ceiling remain intact under new lighting and furnishings. Designers preserved every historic element, then paired them with bespoke pieces to feel seamless. Throughout the home, handcrafted materials – carved wood, hand-painted tiles and cerulean plaster – echo the tequila’s production from agave to soil. Ceramics play a central role here (reflecting Mexico’s craft traditions and Clase Azul’s artisanal processes). The result is a cohesive space where architecture and brand iconography meet: classic stone pillars frame contemporary seating areas, and sunlight falls across hand-glazed pottery in the lobby.

Over multiple floors, every room was custom-designed with Mexican artisans. For instance, Marva Studio helped create site-specific ceramic details to honor the land’s connection to agave. The team also collaborated with textile and furniture makers to ensure each custom element matches the concept. In sum, the designers describe Casa de Los Leones as a “living archive of contemporary Mexican creativity” – a physical space where brand, culture and craft converge naturally.

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Art and Craft Integration

Artworks and installations are integrated discreetly throughout the house. A rotating sculpture program kicks off in the lobby with a marble piece by Oaxacan artist Amador Montes (who previously designed the brand’s mezcal decanter). Other commissioned works appear in lounges and bars: abstract textiles by Beatriz Morales (woven from discarded agave fibers) and sculptural furniture by Raúl de la Cerda blend craft with concept. Even without seeing labels, a guest senses that each object ties back to Clase Azul’s story. Hand-thrown pottery, colorful weavings and carved stone are placed as extensions of the architecture. In this way, the brand’s visual language – blue and white ceramics, earthy textures and natural motifs – is woven into every detail.

All these design elements underscore the house’s intent: to honor Mexican craftsmanship. The official write‑up emphasizes that the architecture, art and furnishings form a unified whole. By treating each room like a gallery of Mexican artisanship, Casa de Los Leones reinforces Clase Azul’s core message of tradition and authenticity.

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Experiences and Features

Casa de Los Leones also offers highly curated guest experiences. The signature is “Taste of Time,” a guided tasting of five Clase Azul tequila expressions paired with chef-designed bites. This multi-course journey is presented in sequence like chapters of a story, paying tribute to the brand’s past, present and future while highlighting “the essential role of time” in tequila production. Each pairing is crafted to connect flavor with craftsmanship, and the tasting is led by knowledgeable hosts who explain the bottle design and agave heritage.

Beyond tastings, the mansion includes a private cocktail lounge – the exclusive Blue Bar – and an entire upper floor devoted to collectors. The acervo level houses a library, terrace and intimate tasting salon where rare limited-edition decanters are available. Here, aficionados can linger over Clase Azul’s museum‑piece expressions. All visits are by appointment, creating an intimate, controlled atmosphere. In effect, the house operates less like a tourist venue and more like an invitation-only showcase for brand enthusiasts.

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Key Features & Amenities

• Signature tasting (Taste of Time) – Guided tequila tasting of five Clase Azul expressions paired with chef-crafted bites, framed as a narrative journey connecting flavor and tradition.
• Rotating art program – A curated installation in the lobby (opening work by Amador Montes) and site‑specific artworks (textiles and sculptures) throughout the house that highlight Mexican creativity.
• Custom design elements – Handcrafted furnishings, bespoke ceramics and textiles integrated into every room, reflecting the agave-to-soil narrative at the heart of Clase Azul.
• Collectors’ sanctuary – A private upper floor with library and tasting lounge reserved for Clase Azul aficionados, showcasing “rare vault” limited-edition releases.
• Boutique & Blue Bar – An on-site shop with Clase Azul icons and new releases, plus the exclusive Blue Bar cocktail lounge for private events.

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Marketing and Brand Insights

• Cultural storytelling – Every detail of Casa de Los Leones reinforces Clase Azul’s Mexican heritage. Collaborating with local architects and artisans ensures the brand narrative comes through authentically.
• Exclusive positioning – The appointment-only model and collector‑focused design create a sense of rarity and prestige. This aligns with Clase Azul’s luxury image, though it naturally limits foot traffic. Marketing leaders must balance such exclusivity against broader access goals.
• Design collaboration – Engaging top architects and artists (like C Cúbica and celebrated craftsmen) adds credibility. Casa de Los Leones shows that large investments in design can pay off in enhanced brand equity for premium spirits.
• Integrated sensory journey – The space engages multiple senses (sight, taste, touch, sound) in one curated experience. From guided tastings to a themed lounge, the house proves that multi-sensory storytelling can deepen consumer connection beyond traditional product demos.

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Overall, Casa de Los Leones sets a high bar for experiential branding in the spirits industry. It turns Clase Azul’s brand assets – architecture, color and craft – into a physical narrative. The house operates as much like a cultural institution as a showroom, exemplifying how deeply aligning space and story can reinforce brand values. Brand owners and marketing leaders can take note: creating spaces where every design element echoes the brand heritage can greatly amplify storytelling, provided the investment matches the desired brand positioning.