As the official coffee sponsor of the Miami Open, Juan Valdez, the Colombian coffee grower’s kicking off the #InspiredbyJuanValdez campaign with a series of disruptive art activations at its stores across South Florida from March 17-April 2. In addition, a Juan Valdez Café will be open throughout the tournament taking place in Key Biscayne.
As part of the campaign, you are invited to participate in the creation of a series of painted panels, which will come together as a mural that captures the brand essence of Juan Valdez: the genuine dedication and craftsmanship of the Colombian coffee growers, the diverse Colombia coffee origins and the passion of our baristas to create the perfect cup of coffee. Marlon Pruz, an artist at Miami-based Unconventional, a company that produces art installations that strengthen relationships between brands and communities, is designing the artwork.
“Juan Valdez coffee inspires people to live enjoyable and authentic experiences by transporting them to magical places and to tell the stories behind our brand,” said Hernan Mendez, CEO of Juan Valdez Coffee. “We want to inspire audiences through art – by integrating the Juan Valdez experience into the fabric of the South Florida community.”
Each of the three individual unpainted panels will be displayed at a Juan Valdez store: Friday, March 17 in Historic Downtown, Saturday, March 18 in North Miami and Sunday, March 19 at the Miami International Mall. Guests are invited to attend each Juan Valdez location to help paint the panels as part of this immersive activation and will have the opportunity to win prizes including tickets to the Miami Open, Juan Valdez coffee and other souvenirs.