Miller Design Lab launch
Press / online / social / experiential / in-store / out of home
Having established a connection with a young, music-first crowd through Miller Music Amplified, we were briefed to develop a global platform through which the brand could begin speaking to a more fashion-conscious audience. With Miller’s mantra of ‘experience the exceptional’ ringing in our ears, we came up with the Miller Design Lab. For its first incarnation, US fashion guru Jeff Staple has curated the first limited edition collection, in collaboration with four international artists.
A competition to win one of 100 exclusive Miller Design Lab jackets kicks things off – with each global territory following up by hosting their own exceptional events in urban pop-up Miller Design Lab spaces.
