Capital One at the ‘22 South Beach Wine & Food Festival
For Capital One’s first live SOBEWFF activation in two years,160/90 developed multiple footprints to give food fans “A Story in Every Bite.” The concept allowed for visual and executional flexibility in each of the spaces – the daytime Grand Tasting event (featuring cardholder exclusive appearances by celebrity chef Melissa King) and the cardholder exclusive nighttime footprint at North Venue, celebrating the collaboration between the Capital One Dining platform and local Miami favorite restaurant, Yardbird.
The activation concept was "A Story in Every Bite" – an interesting intersection between food and narrative. The concept allowed for visual and executional flexibility across each footprint, chef and dish.
The Grand Tasting space in conceptual phase.
The Grand Tasting consumer journey, with distinct "general access" and "Cardholder exclusive" areas outlined.
The Grand Tasting activation in action.
The Patio photo opportunity in concept phase.
The final Patio photo opportunity in use with our Brand Ambassadors.
"Welcome to the Capital One Cardholder Tasting Room."
Signage in concept phase, with generic copy.
Final signage with finalized copy, making "A Story in Every Bite" consumer-facing language.
Celebrity chef Melissa King’s flavor story at Grand Tasting unfolded through umami, numbing and fermentation dishes.
Cardholders tasted each dish alongside Chef Melissa King's personal anecdotes and inspiration for cooking.
North Venue in concept phase, bringing in the "Story of Celebration" to this nightly-themed party scene.
North Venue consumer journey – this layout changed slightly on-site.
Finalized dimensional wall with Capital One lighting feature and flair bartending area.
Flair bartenders kept folks entertained without too much linger time.
The back of our dimensional wall was the perfect opportunity for a fun line of copy – "Eat your heart out, Miami."