This December, PATRÓN will unveil La Hacienda at Sole DXB 2025, a new cultural stage built to spotlight the Middle East’s next wave of artists, tastemakers, and creative voices. Designed as “a house by the greats, for the greats,” the space is set to bring together 15 regional artists, immersive design inspired by Jalisco, and a fashion collaboration with Badibanga that merges Mexican heritage with Gulf creativity.
Ahead of its debut, Sara Quinn, Regional Marketing Manager AMEA for PATRÓN, shares the vision and intention behind La Hacienda, what the platform hopes to represent for regional culture, and why Sole DXB is the ideal stage for its first appearance.
What inspired the creation of La Hacienda, and why was Sole DXB the right stage for its debut?
For PATRÓN, La Hacienda is a natural extension of our heritage in craftsmanship and cultural storytelling, offering a stage to champion the Middle East’s next wave of musical greatness with authenticity at its core. This is our third year at Sole DXB, but this year we wanted to go beyond a festival build and create a platform that truly celebrates the stories, sounds, and creators shaping the region right now.
Sole DXB is where the Middle East’s creative identity isn’t just showcased, it’s shaped. Launching La Hacienda there allowed us to place the platform at the heart of the cultural conversation and set the foundation for PATRÓN to embed ourselves meaningfully in the region’s creative landscape.
La Hacienda is described as “a house built by the greats, for the greats.” How does that vision come to life through the artists and collaborations?
The vision comes to life through the artists, collaborators, and partners who bring authenticity and energy to the space. La Hacienda is an opportunity to bring our brand to life in 3D and celebrate culture by showcasing local talent. Every DJ, selector, and producer was chosen because they are genuinely shaping the future of music in the region.
The lineup was curated with Sole DXB, whose street credibility and deep connection to the region ensure that each artist reflects the true pulse of the Middle East. Alongside them, we worked with ambassadors who amplify the same energy, creating a space where tastemakers unite and PATRÓN becomes the curator of an experience built by, and for, the greats.
What guided the curation of such a diverse, 15-artist lineup across regions and genres?
Authenticity with purpose. We wanted to create a sonic journey that reflects the richness of the region. The Middle East is not one sound, it’s Bahraini disco edits, African-inspired rhythms, Middle Eastern electronica and genre-bending producers redefining club culture.
Our goal was to champion influential and undiscovered regional talent before the world catches on. That ethos sits at the heart of our platform: the sound of the region’s greats.
How does La Hacienda reflect PATRÓN’s wider cultural and craftsmanship values?
PATRÓN has always stood for quality, heritage, and intentionality. La Hacienda mirrors this by celebrating creators who share those values. These artists and collaborators bring the same dedication to their craft as we do.
At a moment when audiences are seeking genuine cultural expression rather than global monoculture, La Hacienda becomes a space where authenticity, creativity and excellence intersect.
Why did PATRÓN choose Badibanga as its fashion partner for this debut?
Badibanga was the right partner because Oscar’s work is rooted in cultural storytelling and attention to detail. Together, we co-created a limited capsule that turns PATRÓN’s creative world into something wearable, fusing Mexican heritage with Gulf creativity to define a new kind of cultural uniform for Sole DXB 2025.
The collection embodies the spirit of La Hacienda, translating its sound, style, and cultural energy into a visual rhythm that feels authentic and distinctive.
How did you balance Mexican heritage with Middle Eastern creative energy in the capsule?
We wanted the capsule to feel like a genuine Mexico-meets-Middle East crossover, not a costume. The hero piece, the bowling shirt, nods to classic Chicano style from Los Angeles, then reinterprets it through Middle Eastern silhouettes, colours and motifs.
Inspired by our brand home’s heritage, the shirt features piña-inspired patterns stitched on the back, adding a subtle yet meaningful connection to our roots. The bandana extends this visual language, offering a versatile accessory people can style in their own way.
Together, the pieces reflect the multicultural rhythm of Dubai, expressed with intention, individuality and modernity.
What impact do you hope La Hacienda leaves on the Sole DXB audience?
I hope guests walk away feeling they’ve experienced the future of Middle Eastern music in one place. La Hacienda is designed to introduce audiences to creators who deserve to be heard and seen.
More importantly, I hope it signals that PATRÓN is here to champion and uplift cultural communities across the season, not just during a single weekend.
What does this project signal about PATRÓN’s commitment to supporting cultural communities in the region?
It shows that we are committed to building platforms that celebrate culture in a meaningful and sustained way. We are moving from being the busiest bar at an event to becoming a cultural destination that helps shape the season.
Earned impact and cultural relevance come from connecting to people, craft, and authenticity, and that is exactly what we are investing in.
Could La Hacienda evolve into an ongoing cultural platform beyond Sole DXB?
Absolutely. La Hacienda was designed with longevity in mind. The ambition is for PATRÓN to evolve into a season-long cultural platform, with Sole DXB as the pinnacle. We see La Hacienda living across the city through music-led experiences that champion regional talent and celebrate cultural variation.
In one line, what should people feel the moment they enter La Hacienda?
A sense that they are stepping into the sound of the region’s future.
How has your career journey shaped the way you lead PATRÓN in the AMEA region?
My career has always centred on creating culturally meaningful brand experiences across diverse markets. That experience helps me understand what resonates with communities and what feels forced.
It allows me to lead with sensitivity to craft, culture, and authenticity which are core elements of PATRÓN’s identity.
How do your past operational roles influence your approach to brand marketing today?
My operational background taught me how brands live beyond strategy and presentations. It trained me to think about execution, environments, and human experience.
Today, it enables me to build programmes that are creatively ambitious yet grounded in how people actually interact with brands in the real world.
What’s the biggest insight you’ve gained working across diverse markets from Dubai?
That cultural nuance is powerful. In a world tired of monoculture, people want stories rooted in place and identity.
Dubai’s diversity makes it the perfect home to champion regional greatness and create platforms that feel both locally authentic and globally relevant.
