But there is something countervailing this narrative. The city of Miami Beach has a response. And the response is…brand collaborations.
The rumors of Basel’s rizzlessness will come as a total surprise to the faithful—those who, year in and year out, aim to capitalize on this “December in South Beach” moment in the name of marketing, brand awareness, and social media engagement. No other art fair will ever be able to match the ABMB miasma of art and commerce and B-list celebrity. It doesn’t matter if art galleries and art collectors decide that they can skip the land of stone crabs and cafecitos. According to my inbox, Basel Miami is still the beating heart of the art world. And it’s where the brands will be collaborating.
Let’s dive in, shall we? I think you’ll be very excited to hear about the Achille Salvagni x Manolo Blahnik cocktails at the Edition. This just in: IKEA will be in Miami offering, to quote the official language, “Beats, vibes, iconic IKEA foods, and several photo-worthy rooms.” Several? There’s a dinner for Cartier—wait, my mistake, it’s not a “dinner,” it’s an “immersive encounter with the Maison’s emblematic Panther.” There’s the Ferragamo cocktails at Andaz. There’s the Tom Ford Eyewear Pop-Up Opening Cocktail which is, checks notes, also at the Edition. Skechers x Romero Britto have launched what is deemed, in a groundbreaking feat of nomenclature, a “collab/partnership.”
“Ray-Ban creative director A$AP Rocky invites you to Ray-Ban Clubhouse during Art Basel where his newest visionary project will be on display,” said one dispatch.
Another tip from the transom, perhaps for those trying to maximalize brand partnerships to such an extent that the marketing stretches beyond the long arm of the law: LVMH The Studio Miami (not a typo) has a pro bono legal clinic.
Guess what? We’ve also got some boutique renovation happening, folks. Cartier, in addition to whipping up immersive encounters left and right, is also fixing up its store in such a way that guests will be, in Cartier-speak, “immersed in a supernatural oasis.” Miu Miu has “architecturally reimagined” its boutique in the design district, and thus we must convene, once again, the Miu Miu Vinyl Club.
Courtesy of Cartier.
