Project location: Brooklyn, NY · Project context: 2025 · Prepared by POPUP from the project archive in October 2026.
Listen to Your Mother brought Rabble and UP Magazine to Brooklyn Art Cave. Original artwork and live painting gave the Earth Month theme different creative expressions, with wine discovery part of the gathering.
How can a brand collaboration give artists a meaningful role?
Rabble wanted people to discover its wine in the new-school art world. The strongest invitation was to contribute to that culture.
Invite local artists to interpret an Earth Month theme, with wine as part of the gathering.
Give the idea to the artists
UP Magazine brought local creatives together around Listen to Your Mother, translating an Earth Month theme into original works exhibited at Brooklyn Art Cave.
Let guests see creativity happen
Live painting made the creative process part of the event. Guests could move between the artwork, artists and music while experiencing the brand in a social setting.
Make the wine part of the gathering
Complimentary Rabble sampling connected product discovery with an evening built around art and community. The collaboration supported the broader program’s shared priorities: trial and cultural awareness.
The planning lesson
Give the creative partner room to interpret the idea. Define brand collaboration responsibilities separately from art curation and hosting. Guests should encounter the work and the people behind it, with the product contributing naturally to the evening.
Who delivered the experience
POPUP originated and negotiated the Rabble partnership and managed the brand collaboration. UP Magazine curated and hosted the art program, bringing local artists and the Brooklyn venue into the experience.
What the experience made possible
The collaboration brought Rabble together with local artists and guests through UP Magazine’s curated art program.
Project questions
Where did the experience take place?
Rabble Wine: Brooklyn, NY.
What was the delivery scope?
Experiential strategy; Partnership origination & negotiation; Brand collaboration management.
Further reading
For the wider event and campaign context:
