Project location: Smorgasburg Miami · Wynwood Walls · Project context: 2024 · Prepared by POPUP from the project archive in October 2026.
An Earth Day idea took different forms at Smorgasburg Miami and Wynwood Walls. Rabble connected wine, art and music with communities already gathering at each venue, keeping the program recognizable without making the settings identical.
How can one campaign theme work across different local settings?
A brand’s point of view becomes more tangible when people can join in. The experience needs to connect the product with an activity and a place that make sense together.
Use Miami’s existing food and art communities as the setting, with a different expression of the same brand at each venue.
Make the market a meeting point
At Smorgasburg’s plant-based weekend, Rabble’s branded bar and gathering area sat within the food-market setting. Live music, mural painting and wine discovery gave people multiple ways to engage with the experience.
Put art in the experience
Live painting carried the campaign into the physical surroundings. Instead of a static backdrop alone, guests encountered the artwork being made as part of the gathering.
Give the second venue its own expression
Wynwood Walls combined wine discovery with participatory art, music and Rabble-branded plants. The setting connected the brand with an established art destination while keeping the experience distinct from the market program.
The planning lesson
Start with what each venue already offers its audience. Build the brand's contribution around that activity, then preserve shared visual cues and service standards. Local variation can strengthen a campaign when the central invitation remains clear.
Who delivered the experience
For O’Neill Wines, POPUP coordinated the Rabble brand experience across Smorgasburg Miami and Wynwood Walls, connecting venue partnerships, branded environments, programming and on-site delivery.
Delivered for O’Neill Wines’ Rabble brand, with Smorgasburg Miami and Wynwood Walls.
What the experience made possible
Art, music and wine discovery connected Rabble’s Earth Day story with Miami’s creative community.
Project questions
Where did the experience take place?
Rabble Wine: Smorgasburg Miami · Wynwood Walls.
What was the delivery scope?
Venue partnership coordination; Branded environment production; Art & music programming; On-site event coordination.
Further reading
For the wider event and campaign context:
