PLANNING

Activating Miami

Leveraging wellness, youth, and LGBTQ+ niche markets to capture the event logistics sector.

The Challenge:

A Colombian events company needed to expand its scope and revenue by developing experiential activities for the Latino audience in Miami.

The Solution:

Experience design followed audience analysis, focusing on three key drivers: physical/mental well-being, food and entertainment, and family engagement.

The Recipe:

Experiential Strategy & Event Activation

Audience-Centric Profiling: Defined specific experiential touchpoints for diverse target segments within a trade fair format.

Journey Engineering: Structured a seamless user access to tailored experiences based on specific audience interests.

Strategic Messaging: Conceptualized and developed key communication assets for every physical space and touchpoint throughout each event.

Ludic Integration: Mined and proposed recreational activities designed to align directly with the specific conceptual core of each fair.

Data Capture & Engagement: Engineered participation mechanics and centralized data collection points to enable participant follow-up and behavioral tracking.

Spatial Design Oversight: Directed ephemeral architectural design to ensure total coherence between the conceptual proposal and the physical experience.

The Result:

Experiential Portfolio & Strategic Impact

Wellnessday: Designed a wellness fair targeting the Miami-Dade community, focused on fitness alternatives, mindfulness, and healthy nutrition.

UNIQUE WORLD: Created a high-impact experience for the LGBTQ+ community in South Beach, blending avant-garde theater, contemporary gastronomy, and emerging musical talent within a rotating, "pop-up" venue format.

FUNNY SCIENCE: Developed a science and technology exploration hub for families in Brickell and Doral. The project offered three interactive formats designed to engage children (ages 8–12) in off-screen learning and family-centric fun.

Omnichannel Engagement: Designed all experiential stages with integrated recruitment strategies, utilizing both digital and analog media specific to each county.

Institutional Growth: Achieved a significant increase in design requests from county entities and successful participation in public tenders for cultural and entertainment programming within focal municipalities.

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