We created Works of Wine (WoW), a unique art experience featuring a one-of-a-kind machine that allows guests to paint with wine, by revealing geometric patterns that mirror the strong lines of PMG buildings.
Our client, high-end real estate developer PMG, was looking to connect with affluent locals at the annual South Beach Wine and Food Festival. Our task was to bring them an experience that would leverage the shared passions of PMG and event attendees in order to create a memorable connection, one that would also capture new leads for their upcoming building projects. It was also important to our client that this experience feel unique and new, as real estate developers face a constant challenge to differentiate themselves from their competitors. Once a concept was selected, the budget to fabricate this unique experience was $35,000 in total.
Special paper was treated with hydrophobic ink to embed invisible geometric patterns that mirror the architectural lines of PMG buildings. The wine and watercolor mixture then added by guests represents the vibrancy added by individuals when they reside in the building. As the droplets fall, the art is revealed. The experience is recorded and instantly compressed into a shareable lnstagram video.
WoW is special because it redefines the balance between art and commerce within real estate. The experience proves that a point of view around expression isn’t limited to fashion and art. And it also proves that an artistic introduction can drive leads in a category usually dominated by views and floorplans.
Since PMG embraces high design and the expression of those who reside in their buildings, this provided the perfect strategic overlap for their interests, drawing affluent event-goers in with something they haven’t seen before from a developer.
Set in the center of an otherwise stark booth, Works of Wine offered an incredible pop of color and energy. The machine itself was set between a welcome station and an exit station, where the completed art was dried and packaged.
The base of the machine, a series of wooden rings accented with inset lighting, harbored our watercolor-and-wine reservoirs while also supporting the main workspace. Here, guests were able to move 360 degrees with a cork-wrapped handle as their control and with their art suspended on a small movable platform.
The design process was quite intricate as it included material explorations for the machine body, mechanical experiments to trigger the flow of liquid, bespoke printing to embed the abstract geometric patterns with invisible, liquid-repelling ink and, of course, experimenting to create the mixture of wine and watercolor paint. This was all achieved while designing a look and logo for the branded experience itself.
We were challenged with creating an experience that would create foot traffic at the festival, and Works of Wine turned out to be one of the most highly trafficked experiences of the entire event, with guests showing up just to try the experience because of what they were hearing via word of mouth and social posts on Instagram.
We were also challenged with capturing new leads for PMG, and well above expectations, 100 percent of the people who interacted with Works of Wine asked or signed up for more information about PMG buildings. This proved the power of an artistic statement in creating interest around the buildings themselves.
Guests were rewarded with an inspirational experience, and the PMG brand was augmented with a lens of expression and innovation that has helped offer a point of view behind the buildings they sell.
Fabrication Company: Deft Union
7101 N. Miami Ave, #109
Miami, FL 33150