Miami Art Week

A 150 year history of collaborating with artists. To build on this legacy, Mirrorball created a multi-year program at Miami Art Week.

Perrier enjoys a long and storied relationship with the art world, from its association with Salvador Dali and Andy Warhol to the street artists of today. Miami Art Week—the most prestigious art gathering in the U.S.—was the perfect launching point for Perrier to reaffirm that heritage and be front-and-center among the thousands of cultural enthusiasts who flock every year to the city’s parties and the galleries.

Mirrorball launched ARTXTRA: The Perrier Art Experience, an innovative and interactive platform to bring art to the masses and create lasting memories for art lovers.

With a finger on the pulse of the art community, Mirrorball led the initial artist and influencer outreach, collaborating with groundbreaking artists Saya Woolfalk, Hayal Pozanti and Eric Rieger (HOTTEA) as the program’s charter artists. With a goal of participating in and acting as a leader in the art world, Perrier brought the artists’ designs to life as massive interactive installations during Miami Art Week and prompted consumer voting and social-sharing among 50,000 cultural enthusiasts and influencers.

We built on a
legacy at the biggest art show
of the year.

ARTXTRA activated across digital engagements, event sponsorships and product giveaways, and influencer and art partnerships.

Before and during the activation, social and digital content hyped the brand's presence at Miami Art Week and encouraged consumer voting and social sharing. The result of that voting was Perrier's 2017 Artist of the Year, HOTTEA, who later saw his art on Perrier Original slim cans and bottles across the U.S. The limited edition designs are still used today.

Tumblr served as the hub for consumers to discover ARTXTRA, where they could learn about the selected artists and interpretation of the Perrier label – we introduced an extraordinary artistic world for them. Content was also launched on Instagram and Facebook to hype both Perrier at Miami Art Week and voting for Perrier Artist of the Year.

To further the program's reach and cultural aptitude, Mirrorball forged a partnership with Interview Magazine, including a much talked about after party for media to drive buzz around each of the artists’ work and about the program.

Perrier continued to extend the art integration program through other awareness-driving touchpoints during Miami Art Week including sampling at select art fairs.