Summer 2023, St. Pauli turned into Paloma-Paradise. For four weeks, the Patrón pop-up “Feierabend von Patrón” brought Hamburg a fresh take on after-work culture. From Thursday to Saturday, the city’s trend drink of the season – the Patrón Paloma – flowed alongside a curated lineup of cultural highlights. Behind the scenes, Lisa Eisel and Rubber Communications were responsible for concept curation, event production, media and influencer relations as well as guest management. The program launched with a press opening attended by 20+ key outlets and continued with influencer activations, tastings, food pairings and weekly highlights: DJ sets, “Taco Time” with food trucks and an Art x Beats night with local artists. The pop-up quickly evolved into a vibrant community hub – a place where Hamburg came together to unwind, connect and celebrate summer evenings with an ice-cold Patrón Paloma.