• by Sarah Mahoney  @mahoney_sarah, December 4, 2024

Ikea's Sleepeasy pop-up 

Art Basel Miami Beach is moving into full swing, boasting 286 galleries, as many as 80,000 art aficionados -- and a surprisingly robust attendance from mainstream brands.

Ikea is back for the second year with a Sleepeasy pop-up, offering inspiring bedroom experiences. Ulta, the beauty retailer, is literally sharing love -- Peloton instructor Ally Love, that is -- at a meet-and-greet, spreading the brand’s message of joy, and a House of Joy pop-up.

Some are higher end: Gucci’s party boasted a jumbo snow globe, and Jaguar used the occasion to launch Type 00, its -- ahem -- controversial new electric vehicle.

But some are downright down-home, with Chiquita partnering with the show to bring the fruit company’s “bright yellow and vibrant energy” to the party. The company is hosting merch giveaways and banana tastings. (After all, this is where the duct-tape banana art craze started, back in 2019.)

What’s the attraction? “Miami Art Week is a great place to activate as it brings together thousands of visitors from across the country to experience unique, one-of-a-kind installations that create a lasting impression,” said Paul Anderson, Ikea U.S.’s home furnishing and retail design leader, in an email to Marketing Daily.

He admits that on the surface, launching an activation for the egalitarian furniture brand in a crowd full of art snobs might not seem like a fit. But the company considered last year’s show a big win. “Our public days attracted thousands of visitors,” he says. “We’ve loved seeing what’s resonating with our attendees and how they interact with the range on display, as it’s helping inform future in-store experiences.”

The Miami Beach event puts Ikea in contact with new customers, who can learn more about the science of sleep and get a better sense of the company’s product range. And the furniture retailer tracks attendance closely, including QR code scans, to see which products resonate most.

For Chiquita, the art event is about knowing how to have fun.

“Our Art Basel in Miami Beach partnership celebrates Chiquita’s vibrant legacy in art and pop culture,” said Juliana Furlan, director of marketing for Chiquita North America, in the announcement. “We’re looking forward to connecting with a global community of art lovers, sharing the joyful and unmistakable spirit that has made Chiquita a beloved brand for generations.”

Most of all, brands like the eclectic high-low aesthetic beloved by so many creative types. Says Ikea’s Anderson: “You can hang your duct-taped banana right next to your Billy Bookcase!”