Beyond the Vine: Bloodlust's Immersive Experience

By Erin Dunigan

The Valle de Guadalupe, Baja California's renowned wine region, is a place where the culinary, the cultural and the experiential intertwine. Nestled within the heart of the Valle, a relatively new and definitely extraordinary space has emerged. Bloodlust Winebar - a challenge to conventional notions of the Valle, and also what a wine bar can be. With its striking, amorphous structure and immersive atmosphere, it is more than just a place to sip and savor; it's a convergence of art, music, gastronomy, and architecture.

The story of Bloodlust began in Mexico City in 2017. The vision was to create a gastronomic haven, a space that transcended the typical winery experience - offering not only exceptional food and wine but also a unique sound and visual experience. In 2021 the perfect canvas for the dream was found in the heart of the Valle de Guadalupe, in Ejido El Porvenir. As Alfonso Muriedas, one of the driving forces behind the project, explains, "We felt that there weren't many, or even any, dedicated wine bars in the Valle at that time. There were wineries, restaurants, cantinas, and bars, but nothing specifically focused on wine. It seemed like an obvious and necessary addition."

The architectural journey of Bloodlust is as unique as its concept. Alfonso had previously encountered a group of artisans in Veracruz, skilled in a technique called "flying concrete" or ferrocemento. This method, using a framework of iron and applying concrete over it, allowed for organic, flowing shapes. However, translating this technique into something truly groundbreaking required a new approach, leaving behind the ‘square’ block type architecture. So, Alfonso enlisted the help of his friend, Texas-based surrealist illustrator Jaime Zuverza. "I thought, why not invite an artist?" Alfonso recalls. "A lot of his art and illustrations have a lot of architecture in them."

Zuverza's psychedelic vision, combined with the ‘flying concrete’ technique, resulted in the distinctive, almost otherworldly form of Bloodlust. While some have jokingly likened its shape to a garlic bulb, the true inspiration is to create a space that invites people to come and gather. This fluid concept shaped the spatial distribution of the bar, dividing it into distinct sections connected by an open corridor. These sections include a dome leading to the restrooms, a micro-dome housing the kitchen and wine cellar, and three amorphous pillars that frame the stage area.

Stepping inside, it is like entering another realm. "We wanted to blur the boundaries between a bar, a wine bar, a cultural music venue, and a restaurant," Alfonso explains. "Our idea was to offer quality in what we serve, meticulous research on the wines, but also the freedom of experience, the feeling of being somewhere truly special."

This "freedom of experience" is central to Bloodlust's philosophy. The environment plays a crucial role in creating a truly immersive experience. "One of the main ideas is to make people forget, for a brief period of time, about time and space," he says. "If you manage to achieve that, people let go of their preconceptions, about how they have to behave, or what a restaurant should be." He emphasizes the importance of engaging all the senses – sight, sound, and taste – to transport attendees to a place of fantasy and wonder. The unique architecture, the carefully curated music, and the exceptional cuisine all contribute to this multi-sensory journey.

The name "Bloodlust" itself is a provocative choice, sparking curiosity and perhaps a touch of intrigue. Alfonso explains the name's origin, referencing a chapter from a book about the cultural implications of mass-produced beverages - and the idea that there might be another way to go about things. This idea resonates with their focus on local sourcing. Approximately 80% of their wines are produced locally, their spirits are primarily from Baja, and much of their produce is grown in the surrounding area. It's a conscious effort to create a more authentic and sustainable approach to the wine bar experience.

Bloodlust opened its doors in 2022 and has quickly become a must-visit in the Valle de Guadalupe. Its otherworldly architecture has drawn comparisons to sets from films like "Star Wars" and “Dune." Alfonso acknowledges these comparisons with a touch of humor. "We are so used to structures being built in one way," he reflects. "When we are presented with another way, in terms of space, immediately our contemporary modern mind says, 'This only happens in films.'"

While the project is already a remarkable achievement, Alfonso emphasizes that it's still a work in progress. Beyond the physical space, there is also a focus on integrating Bloodlust more deeply into the community.

Their approach to business is also noteworthy. While acknowledging the importance of profit, Alfonso stresses that it's not the sole driving force behind the project. "We want to consider the quality of life for the people involved and the attendees," he says. "It is important. I am not minimizing [profit], it is just not the only thing in the mix."

Bloodlust hosts an annual wine ‘exchange’ in the spring called Sed Latente (literally ‘latent thirst’), designed to be an exchange between independent wine growers from Baja California and Southern California. From April to October it also features live music on Saturday evenings. It has attracted a diverse clientele, spanning a wide range of ages. "They all love it," he says. "That is another goal that it has been achieving."

Bloodlust is more than just a wine bar; it's an experience, a journey for the senses, an immersion into the power of creativity and collaboration. It’s a space dedicated to independent wine culture, and to promoting regional wine and gastronomy. It’s a space disruptive in design, intentionally drawing one into its world of blurred lines. But more than all of that, it is a place where art, music, gastronomy, and architecture converge to create something truly unique and unforgettable in the heart of the Valle de Guadalupe.

Learn more about Bloodlust Winebar's by visiting their Instagram or their menu.