The Espolón Underground.
Twenty-five years.
One painted wall.

A custom-branded wall built around Mexican street-art heritage and the bottle that just turned twenty-five.

April 25, 2024 — Espolón Tequila marked its 25th anniversary with The Espolón Underground, a one-night celebration in downtown LA hosted with creative partners Adrian Per and Nicolas Heller. The night brought together Latino art, music, the brand's new 25th Anniversary Streetwear Collection, and the unveiling of the limited-edition Blanco bottle designed by Mexican street artist Edgar "Saner" Flores.

We built a wall to fit the room. The interface skin pulled directly from the brand's visual language — Mexican street art, bold colour, the same iconography that lives on the new bottle. A local LA graffiti writer ran the wall all night, walking guests through the cans and keeping the energy up between sessions. By the end of the night the wall had collected hundreds of pieces from a 21+ crowd that came to participate, not pose.

Espolón's identity already lives deep in graffiti culture — the bottle itself is street art. So the brief practically wrote itself. The wall didn't translate the brand into a different language; it spoke the same dialect.

Eighteen years. Six continents. One idea, done right.

For eighteen years, Graffiti+ has been putting real creative tools in people's hands — in public, at scale, and always with cultural integrity.

Born from the roots of graffiti culture and built for anyone willing to pick up a custom spray can, the platform transforms branded spaces into shared canvases where guests paint together in real time. From their home in Vancouver to projects across six continents, Graffiti+ has partnered with Espolón, Modelo, Hennessy, Louis Vuitton, Chanel and Nike to bring authentic, participatory experiences to audiences everywhere.

When the bottle already speaks the culture, the wall just turns up the volume.