Big brands descend on Miami Art Week to expose emerging artists to the public
Heineken Light, Perrier and Red Bull curate programming for budding artists to bask in the Art Basel limelight
The frenzy surrounding Art Basel Miami Beach/Miami Art Week is becoming more congested with the efforts of big brands to stay relevant and reach their target audience. We're seeing the marketing efforts, once reserved for music festivals like Coachella, South by Southwest, Ultra Music Festival/WMC and Lollapalooza, replicated and repackaged on a larger scale for the most important contemporary art event in the country.
It’ll be hard to escape the branding bonanza next week (Dec. 2 – 8) at hotels, nightclubs, abandoned warehouses, forlorn streetscapes, and even relatively unrelated venues (think retail stores). To navigate the saturated scene, take a critical look at what’s available and choose wisely.
For the savviest Baselers, here are a few of the most art-related programs (events that actually involve and support promising artists), courtesy of big brands:
Heineken “Light Your Night”
Tuesday, Dec. 3, 8:30 p.m.
The Heineken Light “Light Your Night” Art Basel edition is a platform for local and international artists to interpret the brand’s “Bounce” campaign through the use of light. The artwork will be showcased in a series of events from Dec. 3 – 7, including a monumental video mapping experience, kinetic light motion installations, and an interactive light show challenge.
For the launch event on Tuesday, Dec. 3, Heineken Light teams up with Miami Light Project, a non-profit performance organization, to present five local multimedia artists – Yuri Tuma, Juan Carlos Zaldivar, Clifton Childree, Brandon Opalka, and Kevin Arrow. They will transform the Light Box at Goldman Warehouse into a maze of light installations.
Light Box at Goldman Warehouse, 404 NW 26 St., Miami; Light Your Night Challenge FB Page. RSVP required.
Thursday, Dec. 5, 10 p.m.
On Thursday, Dec. 5, Heineken Light unveils Light :: Flow at Mana Wynwood. Expect an interactive kinetic motion installation by Tecné Collective, an award-winning group of technologists and artists (Rodrigo Arcaya, Miami; Gorka Cortazar, Madrid; and, Wyzton Borrero Perez, Barcelona).
Mana Wynwood, 318 NW 23 St., Miami; tickets are $32 at artbaselmanawynwood.com.
Saturday, Dec. 7, Show times for Hyperopticks are 11 p.m., 11:45 p.m., and 12:15 a.m.
The finale on Saturday night is a must-see as the façade of Grand Central in downtown Miami is transformed into the backdrop for a series of eight-minute audiovisual performances. Tecné Collective investigates contemporary art movements such as Op-Art, Art Cinetiqué, and Deconstructivism.
Grand Central, 679 N. Miami Ave., Miami; Hyperoptiks FB Invite.
Perrier Loves Miami
Perrier Sparkling Natural Mineral Water invites nostalgic Baselers to a vacant storefront on the corner of 16th St. and Washington Ave. in South Beach for Faile Bast Delux Fluxx Arcade from Tuesday, Dec. 3 – 7. Step inside the installation to find exclusively created and programmed video games, psychedelic foosball as well as pinball machines. Faile, the acclaimed Brooklyn-based street art duo, pays homage to the golden age of arcade games, punk rock and graffiti culture with lots of neon and an anti-gallery vibe. The artists say they want to make art less sterile, more fun, and accessible to a broader audience by creating a space that is “a magical wonderland of weirdness and art.”
Dec. 3 – 7, 3 p.m. till late
1604 Washington Ave., Miami Beach; perrierlovesmiami.com
Red Bull Curates
The winners of Red Bull Curates: The Canvas Cooler Project will exhibit new pieces of work in a group show at SCOPE. The 13 up-and-coming artists were selected during a year-long nationwide series of competitive gallery showcases in which the coolers they designed for the brand were judged. Each artist has produced a never-before-seen piece to showcase and potentially sell at SCOPE, a fair devoted to the emerging contemporary art community.
The artists will be at the SCOPE First View on Tuesday, Dec. 3 from 1 – 9 p.m. to discuss their work. Otherwise work is on display throughout the week.
SCOPE, 1000 Ocean Dr. at 10th St., Miami Beach; redbull.com/curates
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