Art Basel is a major event on our annual calendar, attracting artists, collectors, and influencers from around the globe. In the vibrant backdrop of Miami’s art scene, brand activations have become a crucial way for companies to engage with art lovers and amplify their presence and for us to produce the highest quality exhibitions. In past years, the Museum of Graffiti stood out as a hub for innovative and immersive brand activations. Here’s a look back at the top five activations that captured attention and sparked conversations.
1. Nesquik's Sneaker Customization Lab with Major Wavezz
In 2021, Nesquik invited artists and friends to be the first to experience our interactive outdoor space that has since become a staple of our Art Week programming. Participants were given an opportunity to tap into their own creative energy by taking part in a Sneaker Lab created by Los Angeles’ Majorwavez (Ruben Barraza). At the workshop, the Majorwavez team disassembled sneakers, added new elements, paint, laces, and other embellishments so that attendees left with a fresh pair of custom kicks like they’ve never had before.
2. Puma's Breakdance Take Over
Museum of Graffiti unveiled a mural of historic b-boys and b-girls just in time for Miami Art Week. After installing a custom dance floor in the middle of the new murals, iconic masters of hip-hop dance like Popmaster Fabel of Rock Steady Crew, and TikTok master Rampage did demonstrations and taught guests the basic moves of breaking. The first 25 people to participate each day got free custom Pumas along with access to a limited edition capsule collection.
3. Nutrl's VIP Guided Tours of Art of Hip Hop
On opening week of Art of Hip Hop in 2023, Nutrl Vodka Seltzer announced that members of the public could sign up to be the very people inside our new Art of Hip Hop exhibit and experience a VIP guided tour that would be limited to 15 guests per hour for the duration of Art Week. If you scored a spot on a free tour, you got a custom Nutrl tote with a cold drink at the beginning of each tour that was lead by a Hip Hop head from within the biz!
4. The MiCampo Artists' Lounge
Tequila MiCampo set up an entire Artists Lounge where artists could take refuge from the madness of Art Basel. The lounge was equipped with an open bar, comfy furniture, a state-of-the-art stage for performances and more. Big name performers included Fat Joe, Trick Daddy, Trina, DJ Laz, and many more. This activation made it to the top of the list for Thrillist, Complex, and Fox for the best things to do during Miami Art Week.
5. Mattel Creations x UNO x Museum of Graffiti
A rare opportunity was created to see what happens behind the scenes when 8 global graffiti artists were tapped to paint giant, oversized UNO Cards live on our interactive patio. The UNO cards were ultimately converted into a playable deck that was only available for a very limited time. The good news is that we still have a few left over which you can grab by clicking here.
Conclusion
The Museum of Graffiti served as a vibrant canvas for these brand activations during Art Basel Miami Beach. Each activation not only showcased creativity but also fostered engagement and connection with attendees. By merging art, culture, and brand messaging, these activations successfully created memorable experiences that resonated with the diverse audience that flocked to Miami for this annual celebration of art. As brands continue to explore innovative ways to connect with consumers, the synergy between art and marketing will likely remain a powerful tool for engagement in future events. Support local artists!!!