Brand Alchemist: Mercedes Lategana’s Magic Touch
New York 2024. Mercedes Lategana is the creative mind you want on your radar. With over seven years of experience bringing brands like Absolut Vodka, Hermès Parfums, and Mugler to life, she’s mastered the art of making campaigns not just seen, but felt. A Parsons grad with a knack for storytelling, Mercedes seamlessly blends luxury, fashion, and spirits into experiences that stick. If you’re looking for someone who knows how to turn a brand into a buzz-worthy moment, she’s the one to watch—and a perfect fit for the NOS3 crowd who thrives on fresh ideas and bold moves.
Q: You’ve had an impressive journey across the beauty, retail, and premium spirits industries. What sparked your passion for brand marketing?
Mercedes Lategana: It started with a fascination for how brands tell stories. Growing up, I was always intrigued by the way fashion and beauty brands could create entire worlds with just a campaign. This passion grew stronger during my time at Parsons, where I dove deep into the intricacies of brand collaborations and storytelling. The idea that you can shape how people experience a product or a brand is incredibly powerful—and I wanted to be a part of that magic.
Q: You’ve worked with some iconic names like Absolut Vodka, Beefeater, and Hermès Parfums. What’s your creative process when collaborating with such globally recognized brands?
Mercedes Lategana: It all starts with understanding the brand’s DNA—what makes it unique and what resonates with its audience. From there, I like to play with the boundaries of creativity while staying true to the brand's identity. It’s about creating experiences that not only feel fresh but also align with the brand’s heritage. When we launched the Absolut Buenos Aires city edition, for example, it was about merging the brand’s global appeal with the local culture in a way that felt organic and exciting. Collaboration with the right partners and influencers is key to amplifying that message in an authentic way.
Q: The Absolut Sommerland event in Punta del Este was a major success. Can you walk us through the creative thinking behind it?
Mercedes Lategana: That project was such a thrill! We wanted to create a larger-than-life experience that captured the spirit of summer, freedom, and celebration—values that Absolut Vodka embodies. The concept was inspired by the idea of an immersive playground, where guests could experience the brand through all their senses. We had interactive installations, live performances, and even a custom Absolut bar serving cocktails inspired by the local flavors of Uruguay. It was all about transporting people into an Absolut world where they could lose themselves in the moment.
Q: In your role at Juleriaque, you’ve managed luxury brands like Hermès Parfums and Mugler. How do you maintain the delicate balance between luxury and approachability in your campaigns?
Mercedes Lategana: It’s definitely a fine line! With luxury brands, it’s crucial to maintain an air of exclusivity while still being relatable to the modern consumer. I like to approach this by creating moments of accessibility within the brand’s larger narrative. For example, with Mugler’s Angel Nova launch, we focused on its empowering message—something everyone could connect with—while the fragrance itself maintained that sense of luxury. Storytelling is key; if you can craft a narrative that resonates emotionally, it makes even the most premium products feel more approachable.
Q: Storytelling is clearly a central theme in your career. Can you tell us more about your capstone project at Parsons, which focused on high-street collaborations?
Mercedes Lategana: My capstone was one of the most exciting projects I’ve worked on! I was fascinated by how high-fashion brands were partnering with high-street retailers to create accessible collections. These collaborations allow brands to reach new audiences without diluting their core values. I explored the marketing strategies behind these partnerships and how they resonate with consumers from different backgrounds. It was a deep dive into how exclusivity and accessibility can coexist in the world of fashion.
Q: You’ve managed to seamlessly blend your passion for fashion and cosmetics with premium spirits. How do these seemingly different industries influence each other in your work?
Mercedes Lategana: They’re actually more connected than people think! Both industries thrive on creating immersive, sensory experiences. Whether it's a perfume or a premium spirit, you’re selling a lifestyle and a feeling. The storytelling in beauty often translates into spirits marketing, where it's about crafting a narrative around a drink—how it fits into someone’s life, a celebration, or a moment of indulgence. Both industries demand creativity, but they also share a focus on aesthetics, quality, and emotional connection.
Q: As someone passionate about collaborations, how do you see the future of brand partnerships evolving?
Mercedes Lategana: I think we’ll see more unexpected and cross-industry collaborations, especially as brands look to stand out in an increasingly saturated market. There’s something magical about bringing together two brands from different worlds to create something entirely new. I also think the rise of digital experiences will play a huge role in how these partnerships unfold—think virtual events, augmented reality experiences, and shoppable content. The possibilities are endless, and I’m excited to see where it goes.
Q: You’re currently based in New York, a city known for its fast pace and creativity. How has living here influenced your work and approach to brand marketing?
Mercedes Lategana: New York is a melting pot of creativity. It’s fast-paced and always evolving, which pushes you to stay ahead of trends and think outside the box. The city has also exposed me to a diversity of perspectives, which has been invaluable in understanding different audiences and how to speak to them authentically. There’s so much energy here, and I try to bring that same level of excitement and innovation into every project I work on.
Q: Looking ahead, what’s next for you in the world of brand marketing?
Mercedes Lategana: I’m really excited to continue blending creativity with strategy. I think the future of marketing is all about experiences—whether they’re physical, digital, or somewhere in between. I want to keep pushing boundaries and creating moments that not only capture attention but also make a lasting impact. Whether it’s through beauty, spirits, or fashion, my goal is to continue crafting narratives that people connect with on a deeper level.