SoHo Experiential | Barilla | SOBEWFF

72 Hours at SOBEWFF

Not one, not two, but three of our clients participated in this year’s South Beach Wine & Food Festival in Miami Beach, Florida. We managed five activations over the course of the five-day beach event through a combination of focus, relentlessness and a bit of sweat. Fortunately, it was our team’s second year activating, so we had many key learnings in our back pocket.

We kicked off with Barilla Bites on the Beach on Thursday evening. We built two complementary 20 ft x 20 ft sets just yards apart. The first experience was the “Dining Room.” The second, across the sand, was the “Modern Italian Kitchen.” Guests were wowed by the drama our chefs created while cooking with the giant pasta pan. But the show didn’t stop there. An array of design touches gave both environments a spectacular feel. We incorporated custom screens with a bold, gold pattern that played on the shapes of Barilla pasta. We even went as far as getting the lighting on theme. A custom chandelier made of Barilla blue colanders hung high above the event space.

SoHo Experiential | Barilla Chandelier

On Friday morning, we launched Illy’s three-day experience at the Grand Tasting. Event goers could relax under the Illy tent with their choice of an Illy cold brew air or an espresso shot. The theme of the event space supported their global ad campaign inviting attendees to “Live HAPPilly.” Several hundred people enjoyed a caffeine rush and a bit of play with our gifmaker photo op. How could oversized espresso cups not capture the attention of passersby? We’re pleased to say that everyone who participated left much happier than they came in.

SoHo Experiential | Illy at SOBEWFF

Our final event was set on the ocean front deck of the Betsy Hotel in South Beach. We planned an indulgent evening of “Cigars and Spirits” with Cooper and Thief. Guests sipped on bourbons, whiskies, scotches, and tequilas while enjoying the view, and a fine selection of premium cigars.

We thrive on high-pressure, busy activations and the South Beach Wine and Food Festival was definitely one for the books.