Showfields x Miami Spirit

Diageo

The Miami arts community took a major hit when the world locked down in 2020. To help put the city's creative industry back to work, we commissioned local artists for a yearlong exhibition at Showfields to celebrate and revitalize the spirit of Miami.

Challenge

The arts are essential to Miami’s culture and economy, employing more than 40,000 residents and generating hundreds of millions in yearly revenue. But as the world locked down, this community faced an uncertain future with more than $99 million in lost revenue and nearly 16,000 jobs impacted in 2020

Solution

To help put the city's creative industry back to work, we commissioned local artists for a yearlong exhibition at Showfields to celebrate and revitalize the spirit of Miami. To get Miami Spirit flowing, local mixologists crafted five Diageo cocktails that served as inspiration for immersive installations by five local creators. These installations housed artist-led events and a capsule collection of exclusive accessories sold to benefit Miami residents experiencing homelessness. Beyond the exhibit walls, artist-designed bottles, colorful collateral, promotions, and sampling spread Miami Spirit to nightlife and retail.
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