Juan Valdez Café & The Miami Open
6' x 18'
Famed Colombian artisanal coffeehouse chain, Juan Valdez Café, was expanding into the South Florida marketplace in mid-2017. As part of their effort, they sought a disruptive art installation to generate high foot traffic and social media engagement for their brick-and-mortar locations across Miami. Their agency partner, Burson Marstellar, brought our team onboard to convert the Juan Valdez brand values into an interactive art installation that would attract attention during the company's #InspiredByJuanValdez campaign.
Our team, along with our partners at Juan Valdez and Burson Marstellar, identified local Miami artist, Marlon Pruz, to spearhead the art design. We conducted in depth brand research and led multiple rounds of revision under a tight deadline to converge upon a beautiful artwork that all of us could support.
We converted this artwork into three independently stunning murals on a custom-made Popup mural structure to suit each of the three pre-selected Juan Valdez locations. For two consecutive weekends our team activated these murals and invited hundreds of shoppers each day to paint the artwork alongside Marlon Pruz. Once the artwork was complete, Marlon added final details to the mural to make the design pop to perfection.
Once finished, the murals were displayed side-by-side as an 18 foot long triptych at the heart of South Florida's major tennis tournament, The Miami Open. Prints of the artwork were enlarged and used to decorate the Juan Valdez booth at The Miami Open, which housed thousands of coffee-lovers on each day of the tennis tournament. Finally, the original hand-painted murals were shipped to two of the client's Miami locations and are now hanging on permanent display in the store for all to enjoy.
The campaign garnered over 2-million digital impressions, directly involved over 500 people in the painting process and attracted both national and local press.