Miller Genuine Draft glitters in launch of new global platform

Miller Genuine Draft glitters in launch of new global platform

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The beer brand took over a precinct in Melbourne’s Prahran/Windsor district to launch its Miller Design Lab concept, with the help of tide.pr.

Hardie Grant Media

Curated by world renowned designer and creative enigma Jeff Staple, the Miller Design Lab was inspired by the theme ‘gold is the new black’. Five Australian designers from the fashion, technology, art, music and design industries came together to create one incredible creative hub for Miller Genuine Draft.  

Our own tide.pr was enlisted to help promote the series of events that took place to launch the creative campaign, which combined art, culture, music and the refreshing taste of Miller Genuine Draft – allowing people to interact with the brand in a new and innovative way. The sold-out events had over 2,500 people attend over 10 days and attracted some of the hottest acts in music, including Mojo Juju, YO! MAFIA, Total Giovanni, Spacey Space, Sunshine, CASSETTE, Alice Q, DAWS, Lewis Cancut and DJ Sezzo.  


Photo: DJ Mojo Juju spinning some tunes for guests


Photo: The immersive Miller Design Lab concept

Designers who were involved in the Miller Design Lab concept included light sculptor Meagan Streader, street artist Buff Diss, Pitch Studios founder and creative director Christie Morgan and textile creators Dreamcatchersdreamtime x Think Positive Prints. The five designers created an immersive concept, inspired by the ‘gold is the new black’ theme, for guests at the SoHigh Gallery.  


Photo, from left to right: Designers Buff Diss, Meaghan Streader, Christie Morgan, Jeff Staples, and Dreamcatchersdreamtime x Think Positive Prints (George Barnes and Emilie Cacace)

Australian fashion heavyweight Nana Judy was also involved in the 10 days of activity and hosted the epic closing party, attended by celebrities and socialites alike. 

Events that tide.pr helped promote during the campaign period included the official launch party, an experiential launch event for each design partner, and the closing event. All events were catered by Hanoi Hannah and Tokyo Tina, with complimentary drinks for all guests. Miller Design Lab also partnered with The Emerson Rooftop Bar and Club as their after-party venue. 

If you'd like to learn more about our PR and events offering, please feel free to contact Maddie, tide.pr Director, at madeleinewilson@tidepr.com.


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