Project location: United States · Project context: 2024 · Prepared by POPUP from the project archive in October 2026.
Secret Walls gave Rabble a setting built around live creative expression. POPUP originated and negotiated the partnership, connecting wine service with a community whose interest in art already gave the encounter context.
How can a live-art partnership shape a brand sampling experience?
A tasting becomes more memorable when it belongs to the place and occasion around it.
Join wine discovery to Secret Walls’ live-art community through a partnership that belongs in the event rather than sitting beside it.
Secret Walls
POPUP originated and negotiated Rabble’s partnership with Secret Walls, connecting wine discovery with a community built around live art and creative expression. Branded wine service and artist-led details brought the collaboration into the guest experience.
The planning lesson
Look for an activity guests have come to see, then decide how the brand can support it. Product discovery should fit the room's rhythm. Partnership planning matters as much as the bar or signage when cultural relevance is the reason for being there.
Who delivered the experience
POPUP developed the activation concept, originated and negotiated the Secret Walls partnership, and produced Rabble’s brand experience within the event.
What the experience made possible
The partnership brought Rabble into a shared occasion shaped by artists, performance and creative participation.
Project questions
Where did the experience take place?
Rabble Wine: United States.
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:
