By Jana Schiowitz Posted July 25, 2011, 1:30 PM EDT
MIAMI/SOUTH FLORIDA For the first time, Graffiti Gone Global launched a satellite exhibition at the ArtCenter/South Florida, celebrating local and international graffiti and street artists. A reception for the new pop-up, held Friday, entertained 250 guests.
Unlike Graffiti Gone Global's three-day fair, which has coincided with Art Basel Miami Beach for the past three years, this six-week pop-up showcases artists celebrated at previous shows and a preview of the organization's growing art collection. SushiSamba creative director Shimon Bokovza founded Graffiti Gone Global four years ago to show support for street artists. SushiSamba and the new brand headed marketing efforts for the pop-up and called on local firm TresKoi to handle PR.
SushiSamba PR director Joanna Cisowska said she turned to a local PR firm rather than a national agency because the target audience was the local Miami community. The team developed a grassroots campaign involving promotion within the local SushiSamba Dromo restaurant, targeting guests. A list from the ArtCenter/South Florida was also implemented into the plan to promote the opening reception to 2,500 art collectors, buyers, and other artists.
“We had a more concentrated artist roster and heavily focused social media efforts, specifically Twitter, to engage with local art enthusiasts and other artists,” Cisowska said. For the first time ever at ArtCenter/South Florida, quick response codes were placed on each piece of artwork, allowing guests to photograph the graphic, directing them back to the artist information on the ArtCenter's Web site.
The exhibition's format was similar to those shown at past Art Basel events, with a main gallery to showcase SushiSamba's art collection. At the pop-up, a chair installation, “Eames Inspiration,” hung in the window for visitors and passersby to admire from the street.