To develop, market, promote and position, a cultural space that focused on both art and music.
Brand Development, Branded Environmental Design, Marketing, Events and Corporate Sales.
Two months after The Awarehouse launched, SuperMarket Creative was hired to develop the brand further by positioning the venue as the place to be for corporate venue rentals, art exhibits and music concerts in Miami’s art district.
Through our research and development phase, we found that there was a void in the Miami market of industrial chic venues that offer the cache of a private event space wit the amenities of a hospitality space. We created a complete identity package including logo, website design, mission statement, brand book and environmental design for purposes of event and corporate event functions.
We converted a cold industrial mezzanine to a warmer and useable space, with a collection of Mid-Century furnishings, dark wood accents and eclectic pieces to surround the space. The mezzanine now became a focal point, a meeting point for both corporate needs and special event and concert viewings.
Since the goal was to target both a corporate and hip clientele, we also custom designed the terrace with modular modern acrylic weather resistant furnishings and bars for the ultimate customer experience when it comes to special event amenities.
Developing the atmosphere and marketing programming of the space was integral in order to position the brand. We created a roster of music, philanthropic and art events that catered to the niche audience, whilst also exposing the venue on a mass scale for corporate sales. Under our management, we affiliated The Awarehouse with staple brands like Converse, Adopt-A-Classroom and The Miami Ad School.
In the span of a year, we targeted over thousands of direct walk-in traffic, increased corporate revenue sales by 80%, and affiliated this emerging brand with established local and national brands such as Converse, Adopt a Classroom and American Apparel; we positioned The Awarehouse as a premier event spot not only in the greater Miami area but credibility within the Wynwood Art District.