Project location: Miami, FL · Project context: 2024 · Prepared by POPUP from the project archive in October 2026.
Smorgasburg gave Rabble a recurring place among people already exploring food and culture. The partnership extended beyond Earth Day, with branded wine service and personal discovery forming a repeatable market encounter.
What makes a recurring sampling partnership useful to a brand?
Repeated encounters in a relevant setting give a brand more opportunities to become familiar.
Use an ongoing Smorgasburg partnership to make a first taste of Rabble a natural part of market discovery.
Make the partnership repeatable
POPUP originated and negotiated the Smorgasburg partnership, giving Rabble a recurring place within the market’s food and cultural community.
Make a first taste easy
Branded wine service and on-site engagement brought product discovery into a setting people already came to explore. The ongoing program extended beyond the Earth Day activations shown elsewhere in the Rabble collection.
The planning lesson
A recurring presence needs a dependable operating format. Decide what remains consistent in the service point, staffing and product presentation, then allow the visit to respond to the market's activity. Familiarity grows through encounters people can recognize and enjoy.
Who delivered the experience
As part of Rabble’s multi-year program, POPUP originated the activation ideas, negotiated the cultural partnerships and delivered branded wine experiences with on-site support.
What the experience made possible
Recurring wine service and sampling gave visitors ways to encounter Rabble as part of their market experience.
Project questions
Where did the experience take place?
Rabble Wine: Miami, FL.
What was the delivery scope?
Experiential strategy; Partnership origination & negotiation; Branded environments; Sampling & guest experience; Staffing & event delivery.
Further reading
For the wider event and campaign context:
