Rabble Wine: Earth Day Experience

Guests hold Rabble wine bottles among the art displays at the Museum of Graffiti.

A sculpture of gloved hands forms a heart inside the Museum of Graffiti during Rabble’s Earth Day gathering.

A guest displays a freshly printed Rabble Wine Co. T-shirt at the Earth Day experience.

Guests gather at a vegan hot-dog stand during Rabble’s Earth Day celebration.

An artist adds a black marker signature to the edge of a canvas during the Rabble event.

A screen printer creates custom apparel beside a graffiti wall at Rabble’s Earth Day experience.

Guests pose together among the Museum of Graffiti exhibits during the Rabble gathering.

A bartender pours Rabble wine at a floral-decorated tasting bar.

A DJ performs behind the mixing decks at Rabble’s Earth Day celebration.

Guests gather in front of the Earth Day exhibition at the Museum of Graffiti.

Wynwood, Miami · Earth Month 2023

Reduce, Reuse & Remix.

As experiential agency of record for Rabble Wine, POPUP brought the brand’s Earth Day platform into the community through art, wine and creative participation. The campaign connected with Rabble’s conservation partnership with One Tree Planted.

Sustainability became something to experience.

In Wynwood, we partnered with the Museum of Graffiti for the opening of Reduce, Reuse, Remix: Graffiti Art for a Better Earth. The exhibition brought reclaimed objects and pollution-derived materials into work by local artists, giving the sustainability theme a tangible expression.

The celebration combined upcycled denim customization, a tasting with winemaker Loren Miller and Chef Segreto, music, food and live art. Guests could engage with the theme through both the exhibition and the experience around it.

A local moment within a wider campaign.

POPUP’s role connected campaign and experiential design, venue partnerships, content creation, talent and influencer collaboration, marketing and PR, and project management. Miami formed part of an Earth Month program that also included Rabble’s partnership with Interscope Records during Coachella weekend and activations in Boston, Austin and Denver.

The program made Rabble’s environmental commitments part of an inviting cultural experience, building on the brand’s continuing relationship with its communities.

Explore the event coverage and original photo story at World Red Eye ↗
Event photography credit: World Red Eye.

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