Activating Local Culture

On the weekend of Art Basel, a prestigious global art program that takes place every year during Miami Art Week, we activated legendary local craft beer store Boxelder—which recently shut down and was set for demolition—for a two-day, multi-sensory experience of beer, music, food and art. The initiative invited 5 local artists from different walks of life to design an original label for a series of beers which were released and sold during the 2-day activation.

360 campaign creation included a promotional Media Kit, 5 short-format artist biopic videos, a commissioned mural, vinyl signage, guerrilla propaganda, coordination of space curation/installation + breakdown, selection of food vendors, artist management, staffing

A first of its kind concept hosted by a brewery, Skip The Line sought to unite two worlds: food festivals and beer festivals. With an emphasis on showcasing local talent, a selection of Miami’s most popular emerging food-pop ups, seasoned veterans of the local culinary world, and seventeen Florida breweries were all brought under one roof for a spectacular day of culture and community.