Project location: Miami, FL · Project context: 2024 · Prepared by POPUP from the project archive in October 2026.
Rabble's Wynwood Walls partnership gave the wine a place within Art Basel week. A branded bar connected product discovery with the art and music gathering, following partnership development and negotiation by POPUP.
How can a brand earn a relevant place within an art-week event?
A tasting becomes more memorable when it belongs to the place and occasion around it.
Place a recognizable Rabble tasting presence inside the Wynwood Walls Art Basel week program, connecting product discovery with art and music.
Wynwood Walls · Art Basel week
POPUP originated and negotiated Rabble’s Wynwood Walls partnership, placing the wine within an Art Basel week activation whose opening night featured Fatboy Slim. A branded bar gave guests a place to discover Rabble amid the art and music.
The planning lesson
Choose the partnership for its relationship to the audience and brand. Agree on the experience guests receive, then build the service point and staffing around it. The activation should contribute to the occasion while keeping its own responsibilities clear.
Who delivered the experience
POPUP developed the Rabble activation idea, originated and negotiated the Wynwood Walls partnership, and produced Rabble’s brand presence and guest experience within the wider event.
What the experience made possible
The Wynwood Walls partnership connected Rabble’s product discovery with a setting rooted in creative culture.
Project questions
Where did the experience take place?
Rabble Wine: Miami, FL.
What was the delivery scope?
Concept development; Partnership origination & negotiation; Activation production; Product sampling & guest engagement.
Explore related work
Further reading
For the wider event and campaign context:
