WHEN the lights dim and the crowd surges forward, few stop to consider the hours of blueprinting, scaffolding, brushwork, and spatial choreography that brought the magic to life. But behind every jaw-dropping moment at Milk & Honey (the grand entrance, the immersive art, the towering centrepiece), there’s an architect of atmosphere: Simone Raquel.

Founder of Simone Raquel Art Ltd and a graduate of the Edna Manley College of the Visual and Performing Arts, Raquel brings design thinking to life through experiences that demand both imagination and execution. For her, event design means infrastructure, storytelling, and engineering wrapped in aesthetic genius.

Milk & Honey 2025, held on August 2 at Plantation Cove, was her largest canvas yet. With sponsorship from Don Julio and Johnnie Walker, the event was a pivotal stop on the Best Weekend Ever calendar. But long before the first guest stepped onto the property Raquel and her team were wrestling with wood, paint, and geometry, bringing ambitious sketches into three-dimensional reality.

“There’s something powerful about transforming empty land into a place of wonder,” she says. “It’s not just art — it’s spatial strategy. Every wall, corner, and shadow has a purpose.”

Building a world in seven days

Despite months of planning the on-site build for Milk & Honey had just seven days. From Kingston to St Ann, murals were transported, framework erected, paint applied, and tension managed down to the last minute.

“Those logistics had to be sorted out beforehand. Transportation was a big part,” she said. “The entrance mural was built at my workshop in Kingston and then transported to the location. I also had to be hands-on myself while managing a team.”

One of the most striking features? A 12-foot, hand-painted, Birkin Bag installation — reimagined from a version the year before, more detailed, and conceptually bolder. It wasn’t just Instagram bait; it was sculpture as social commentary, playing with themes of luxury, excess, and aspiration.

“I love creating things that people have never seen before, especially in Jamaica,” Raquel explained. “Everything you see is my design, my conceptualisation. But I couldn’t have done it without my team,” she shared, acknowledging her team of artists and carpenters who helped to bring her bold ideas to life.

“These were all hand-done pieces… nothing was printed or vinyl. We spent sleepless nights making these installations happen.”

The geometry of vibes

What sets Raquel apart is her instinct for how space feels, the way light hits a mural at golden hour, the pacing of a reveal, the rhythm of the crowd moving through the site. She builds moments with intentionality. Photo ops become scene setters. Installations prompt a reaction. And behind the visual feast is architectural precision.

“I always start with how I want people to feel,” she said. “Then I map it backwards — what do they need to see, touch, and walk through to feel that way?”

This balance of form and function defines Raquel’s creative direction. Her sets guide not just the eye, but the entire experience.

Making space in a male-dominated industry

Event design, especially at this scale, is often male-dominated. However, Raquel leads construction teams, manages budgets, and oversees builds without flinching. Her leadership style is quiet but commanding, grounded in competence and creativity.

“Being able to lead on the core aspects of the sites feels good… It’s nice knowing that whenever they see me come in —this brown girl who is 5’2” —doing these massive installations and stage designs,” she laughed.

Still, she’s honest about the industry’s challenges, especially for artists trying to price their worth in a market that often wants impact without investment.

“It’s a process. There’s a market for art in Jamaica — you just have to find it,” she advised young creatives. “Value your work, trust the process, and do everything with God. The right people will find you.”

She embraces both the challenges and opportunities with equal passion. “I love the challenge! What we do is talent. It’s something you can’t just learn in school.”

Looking ahead: From Milk & Honey to Coachella

As Milk & Honey continues to evolve as a premier cultural experience backed by two of the world’s most iconic spirits brands, Raquel is already dreaming bigger. While remaining open to expanding her role in future editions of Best Weekend Ever, she has her sights on Trinidad Carnival, Coachella, and Tomorrowland, global festivals where immersive design defines the cultural moment.

“There’s no reason we can’t have that level of design excellence in Jamaica. We have the talent,” she said. “I want to keep showing what’s possible.”

First impressions matter, and as such, Milk & Honey guests were greeted by this striking entrance. 

Before and after: A glimpse at the transformation of the Milk & Honey mural — from concept to showstopping reality.

Before and after: A glimpse at the transformation of the Milk & Honey mural — from concept to showstopping reality.