Art Basel Miami returned with a vengeance after taking a year hiatus due to the Coronavirus pandemic. In addition to the usual high-end contemporary art showings, lavish parties, and fashion shows, the 2021 Art Basel edition featured an array of innovative experiential marketing concepts.
Five Compelling Productions
Kicking off the Miami Art Week, BMW unveiled the all-new high-powered, hybrid-electric Concept XM. The setting for the product launch was the famous Herzog & de Meuron parking deck on Lincoln Road. The event included specially designed art by Kennedy Yanko, a Brooklyn-based sculptor and installation artist, as well as a live performance by GRAMMY-award winning artist NAS.
Continuing with its La Ventanita pop-up series, Brugal produced a mini lounge at the South Beach Nautilus hotel to promote its 1888 rum. Consumers were able to taste the double cask aged expression and view the specially designed bottles by artist Michael Menchaca.
Monster Energy had the largest production at the 7th annual Basel House in Wynwood. The main activation featured a music stage with a live DJ, product sampling station, and an active skate ramp. Monster Energy also sponsored several graffiti artists to perform live mural paintings on shipping containers.
Chanel truly showed that creativity goes beyond the canvas at Art Basel. To celebrate the 100-year anniversary of its iconic No. 5 fragrance, Chanel turned the Miami sky into a drone light show featuring an image of the perfume bottle. Chanel also commissioned a multi-sensory installation the ‘Five Echoes’ by Es Delvin in the Miami Design District.
Porsche was a major highlight at Scope, the critically acclaimed art fair on South Beach. Attendees looking to take a break from the art exhibits could relax in the Porsche sponsored lounge. There on display was a specially restored 1964 911 Super Carrera featuring a mural collage from artist Derek Gores.