Miller Design Lab

Miller Genuine Draft adapts during COVID-19

May 12, 2020
By Alana House

Miller Genuine Draft has adapted this year’s Miller Design Lab campaign to support independent venues and retail partners by promoting take-home and delivery sales.

Last year, Miller Design Lab’s sold-out events attracted more than 1200 art and design aficionados and celebrities, who saw five Australian designers from the fashion, technology, art, music and design worlds come together to create one creative hub in Melbourne (closing party pictured below).

The program returns this year to bring together visionary creatives to explore Australia’s unique nightlife through the worldwide trend of customisation.

Curated by world renowned New York designer, Jeff Staple (pictured main), and launched in Australia, Canada and South Africa, the Miller Genuine Draft campaign will bring moments into the homes of Australians by celebrating the nightlife and its impact on culture globally.

“This is a hard time for the hospitality industry,” Senior Brand Manager – Premium Beer, Matt McKay said.

“We wanted to show our support and shine a light on what makes it so special by showcasing the creativity that the nightlife can inspire and bringing that creativity to the at-home experience.

“It is equally important that we continue to offer Australians that same sense of energy and community that going out with your friends can bring – even if those moments are at home right now.”

Miller Design Lab

Spearheaded by Melbourne-based Australian label, Bellroy, which has produced a limited-edition customisable bag with Jeff Staple for the campaign, Miller Design Lab will showcase the creativity and style of more than 50 local artists, musicians and creatives, led by communications agency Connecting Plots.

“Now in its second year, it’s been an amazing opportunity to work with Miller Genuine Draft and bring Miller Design Lab to life as the home of exceptional collaborations within these unprecedented times,” Tom Phillips, Managing Director at Connecting Plots said.

“We’ve had to adapt both our creative and production outputs to deliver culturally-significant work that celebrates Australian nightlife while making it relevant to a digital, self-isolating world,” Phillips adds.

The Miller Design Lab campaign launches this week and runs until June 2020. For more information visit https://www.millergenuinedraft.com/en-AU/miller-design-lab

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