Throughout the festival, which this year runs from Dec. 1–3, Vice will take over the Carl Fisher Clubhouse, a historic building located next to the Miami Beach Convention Center, the art show’s venue. The pop-up, called “This Is Not a Test,” will feature programming across the event’s 72-hour run, including several art galleries; a “living” art installation that will transform over the course of the fair; performances from international hip hop artists; and speakers discussing the future of art and music, Santiago said.
Vice is also partnering with several brands within the pop-up space, Santiago said. He declined to reveal which brands Vice is working with, only saying they would be announced closer to the event.
“It’s not about logo slaps. This is about brands that are really interested in that conversation about where culture is going and want to be part of that conversation,” Jesse Angelo, president of global entertainment and news at Vice, added. “For brands, and especially CMOs, who want to be at the forefront of culture and have their brands be ahead of what’s coming next—be that in fashion, music, apparel, film and entertainment or graphic art—this is the place where that’s happening.”
Brands are no strangers to Art Basel Miami Beach. At last year’s fair, Cheetos partnered with street artist Lefty Out There to produce an art piece made from the snack food’s orange dust, while BMW revealed a new vehicle model alongside a commissioned sculpture inspired by the car’s design. Several luxury fashion brands also had activations at the fair, including Saint Laurent, Loewe and Fendi.