Project location: Miami, Los Angeles & New York · Prepared by POPUP from the project archive in October 2026.
Allegro's program gave the wine different ways to meet its audience. Market tastings and smaller encounters connected with a music-led gathering featuring Leli Hernandez at the GRAMMY Museum.
How can recurring activations build toward a larger cultural moment?
A brand can build familiarity through regular encounters, then give that relationship a bigger shared moment.
Build repeated opportunities to try Allegro in cultural settings, with the GRAMMY Museum block party as the program’s headline occasion.
Build familiarity in everyday cultural settings
Smorgasburg and smaller activations created approachable opportunities to discover the product.
Give the program a headline moment
The Leli Hernandez block party at the Los Angeles GRAMMY Museum joined live entertainment with the brand experience.
Adapt the scale to the occasion
The completed program ranged from intimate sampling to larger music and community gatherings.
The planning lesson
Assign a role to each format. Regular encounters can make product discovery approachable; a headline occasion can express the brand's cultural identity more fully. Shared service and visual standards help the different experiences feel connected.
Who delivered the experience
Working with O’Neill Wines, POPUP delivered a range of activations, from Smorgasburg and smaller sampling experiences to larger music-led moments. The Leli Hernandez block party became the signature expression of the program.
What the experience made possible
The program connected Allegro’s wine discovery with food, music and community settings, giving each occasion a shared brand presence.
Project questions
Where did the experience take place?
Allegro Cellars: Miami, Los Angeles & New York.
What was the delivery scope?
Experiential design; Venue sourcing; Custom fabrication; Staffing & tastings; Content production.
Explore related work
Further reading
For the wider event and campaign context:
