Travel to Sugarlandia with Don Papa

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If you’ve never heard of Sugarlandia, don’t worry — it’s not on Google Maps. It’s somewhere far more intriguing: part-phantasm, part-forest, part-cultural fever dream. And this June, it’s taking over Oxford Street.

To mark its relaunch in the UK, Filipino rum brand Don Papa is transforming Tottenham Court Road’s new concept space, Future Stores, into an immersive homage to its island homeland. The occasion? Philippine Independence Day. The invitation? A full-sensory dive into one of the world’s most distinctive single-island rums.

From 12–22 June, Don Papa will bring the wild, mythical spirit of Sugarlandia to central London — through taste, art, scent and spectacle. Visitors can expect guided tastings of the full Don Papa collection, including the award-winning Gayuma and an exclusive preview of Masskara — a spiced rum laced with native Filipino botanicals and due to launch in the UK this August.

A sensory showcase of rum, art and escapism at Don Papa's Sugarlandia on Oxford Street

There’s also a striking art installation from 3D artist Ada Sokol’s ASAL studio, created exclusively for the space. Add to that Araw ice cream (inspired by Filipino flavours) and a bespoke scent experience, and it’s a feast for more than just the palate.

Whether you’re rum-curious or fully devoted to your dark spirits, this is a rare chance to experience Don Papa in its natural element: lush, intoxicating, and just a little bit surreal.

Don Papa: Sugarlandia Experience

📍 Future Stores, 95 Oxford St, London W1D 2AD
📆 12–22 June
🕛 12pm–8pm (Mon–Sat), 12pm–6pm (Sun)
🎟️ Free entry. Over-18s only. Challenge 25 in operation.