Red Bull’s ninth Art of Can exhibition, a temporary gallery filled with artworks created with the energy drink’s cans, opened to the public on Thursday in Lummus Park in South Beach. Housed in a temporary structure created by EventStar, the exhibition was officially unveiled Wednesday night at an invite-only party for 500, hosted by local DJ and drag queen Elaine Lancaster.
According to a company spokesperson, Red Bull created the free and open-to-the-public promotion as a way to expand the brand into the music and arts scene by providing artists around the country with an opportunity to work in a new medium—the can.
Local and international artists submitted designs to Miami’s panel of five judges, including gallery owners and artists, who selected the 47 pieces on display. The artworks shown include paintings, installations, and sculptures ranging from three inches to more than four feet tall.
The promotion began in Europe in 1997 and came to Boston in 2005 for its first U.S. stop. Since then the company has created an Art of Can exhibition in eight cities—including Chicago, Philadelphia, and Houston—with different artists participating in each location.
To drive attendance numbers to the beachfront exhibit, Red Bull commandeered Miami billboards and murals and placed print advertisements in Ocean Drive and Miami magazines. Additionally, the company’s street team promoted the event at various locations around the city that they identified as key spots for art enthusiasts. (Red Bull declined to identify the venues.)
The exhibit at the corner of 9th Street and Ocean Drive will be open daily through March 14.
