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Miller Genuine Draft launches its first innovative cultural hub

5 distinguished Australian designers to bring exceptional experiences to life in March.

5 distinguished Australian designers to bring exceptional experiences to life in March

As part of a new global platform, Miller Genuine Draft is bringing to life a ‘space’ where cultural trends and creativity combine to create something exceptional. Five Australian designers from the fashion, technology, art, music and design worlds will come together to create one incredible creative hub in Melbourne this March.

Curated by world renowned designer and creative enigma, Jeff Staple, ‘Miller Design Lab’ will be inspired by the theme, ‘gold is the new black’ and will be a truly creative campaign where people can enjoy art, culture, music and the refreshing taste of Miller Genuine Draft while they engage with the brand in a new and innovative way.

More than a physical space, Miller Design Lab will cater to the audience’s desire to stay one step ahead, to embrace the trends that define this moment and interact with original content and experiences that reflect their appetite for the new and exciting.

Miller Design Lab global curator, Jeff Staple has commented, “I am super excited to be bringing the Miller Design Lab concept to Australia, and especially to one of my favorite places on Earth—Melbourne! I think the event space is going to be incredible! Guests who visit the space can expect exceptional experiences throughout the 10 days with various events happening. I am personally very honoured to be part of such an incredible global campaign and I’m looking forward to experiencing all the energy I know Melbourne is gonna bring!

“The space will be a premium and eclectic mix of art, design and experiential moments where guests can immerse and engage with the brand in a way that has not been seen globally before,” Staple concluded.

Brigitte Kedicioglu, who heads up the Miller brands in the local market said, “It is an exciting opportunity to be one of the first markets around the world to launch the Miller Design Lab global brand campaign and adapt for an Australian market and taste.”

“Miller Design Lab is a new platform for the brand. It not only showcases exceptional collaborations but also celebrates local Australian talent, an additional dimension to our place in exceptional nightlife music experiences. We cannot wait to see how Australian consumers engage with Miller Genuine Draft in this innovative and original way,” Brigitte said. 

Designers who will be lending their creative talent to the Miller Design Lab include; light sculptor, Meagan Streader, street artist, Buff Diss, Pitch Studios Founder & Creative Director, Christie Morgan and textile creators, DREAMCATCHERSDREAMTIME X Think Positive Prints. All four designers will be creating an immersive concept for guests within the SoHigh gallery space which will be a reflection of the ‘gold is the new black’ theme and an engaging expression of their interpretation of exceptional experiences. There will also be a special guest and Australian Miller Design Lab fashion partner who will be making an appearance throughout the ten days of the hub’s presence.

With the official launch event taking place on Thursday, March 21st, the following 9 days will see an exciting line-up of experiences for guests including renowned DJ and musical sets and sideline events hosted at the Miller Design Lab partner and after party venue, The Emerson Rooftop Bar and Club.

Event information [PDF 183kb]