Miller Genuine Draft launches experiential project with Connecting Plots
Miller Genuine Draft has launched a number of experiential events with Concrete Playground and new creative partner Connecting Plots.
The announcement:
Miller Genuine Draft launches first project with new creative partner Connecting Plots
Miller Genuine Draft has launched its first project with creative communications agency Connecting Plots. The Miller Design Lab is a sold out series of creative and cultural events in Melbourne.
A consumer experience at the intersection of cultural trends and creativity, Miller Design Lab Australia is part of a global platform and has been curated by world renowned designer and creative Jeff Staple, and adapted locally by Connecting Plots in collaboration with and supported by an exclusive media partnership with Concrete Playground.
“It is an exciting opportunity to be one of the first markets around the world to launch Miller Design Lab” says Brigitte Kedicioglu, who heads up the Miller brands in the local market, “and it is an important strategic step for us to grow our premium credentials in a credible way in Australia.”
“As a business we’re passionate about creating brand experiences that are talked about in culture…” says Connecting Plots Managing Director, Tom Phillips, who continues “… Miller Design Lab is a fantastic representation of how brands can collaborate with the design community to create something truly remarkable.”
Miller Design Lab brings together Australian creators via art, design, fashion, music & technology to create art installations across various mediums that can be experienced by consumers, alongside panel discussions and other events. Collaborators include; light sculptor, Meagan Streader, street artist, Buff Diss, Pitch Studios Founder & Creative Director, Christie Morgan and textile creators, DREAMCATCHERSDREAMTIME X Think Positive Prints.
Miller Design Lab launched last week at SoHigh Gallery Windsor, Melbourne and runs until March 30.
Source: The Guides press release
