A woman in a blue crochet dress poses outside a storefront with a Don Julio neon sign and Gouvenirs banner

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Don Julio x Peggy Gou: a Gouvenirs takeover

Don Julio x Peggy Gou: a Gouvenirs takeover

Lume Studios, Tribeca, Manhattan

Blue neon lit the back bar at Lume Studios in Tribeca, Manhattan, for Don Julio’s Gouvenirs activation with Peggy Gou in April 2025. Jenya photographed the storefront and sidewalk queue first, then moved inside before the room filled and sightlines closed up. Coverage included Peggy Gou behind the decks, guests browsing the merchandise shelves, and Don Julio 1942 bottles beneath the neon. The blue light affected skin tones near the bar. Jenya used a camera mounted source at low power to light faces while letting the neon carry the surroundings. JPX Studios delivered same night selects for the brand to post while the room was still full, followed by a gallery of 61 frames a few days later. A recap film came out of the same coverage.

Don Julio took over a Tribeca storefront and turned it into Gouvenirs, a neon souvenir shop built around Peggy Gou. From the sidewalk it read like a real bodega that had been dipped in tequila branding: signage lettered by hand, shelves of merchandise, and a hard blue glow spilling onto the pavement.

A woman in a blue crochet top and skirt walks between tall angled panels under purple and blue light — don julio x peggy gou recap - by jpx studios

client: Don Julio
project type: Brand activation
venue: Lume Studios
date: April 2025
credit: JPX Studios

A woman in a blue crochet dress laughs beside a purple neon cowboy hat under an orange Don Julio sign

Peggy Gou poses in a blue crochet top against purple and blue panels at her Gouvenirs takeover

The line ran down the block before doors opened. That is the frame you want early, while the light is still clean and yellow cabs keep sliding through the background. I shot the exterior first, worked the queue, then moved inside before the room filled and the sightlines closed up.