JUAN VALDEZ, THE OFFICIAL COFFEE OF THE 2017 MIAMI OPEN TENNIS TOURNAMENT, KICKS-OFF A SERIES OF DISRUPTIVE ART ACTIVATIONS ACROSS SOUTH FLORIDA LOCATIONS
An authentic Juan Valdez Café will be open onsite during the tournament
MIAMI – March 8, 2017 — As the official coffee sponsor of the Miami Open, Juan Valdez, the Colombian coffee grower’s brand dedicated to offering an authentic Colombian Premium coffee experience, is kicking off the #InspiredbyJuanValdez
As part of the campaign, consumers will be invited to participate in the creation of a series of painted panels, which will come together as a mural that captures the brand essence of Juan Valdez: the genuine dedication and craftsmanship of the Colombian coffee growers, the diverse Colombia coffee origins and the passion of our baristas to create the perfect cup of coffee. Marlon Pruz, an artist at Miami-based Unconventional, a company that produces art installations that strengthen relationships between brands and communities, is designing the artwork.
“Juan Valdez coffee inspires people to live enjoyable and authentic experiences by transporting them to magical places and to tell the stories behind our brand,” said Hernan Mendez, CEO of Juan Valdez Coffee. “We want to inspire audiences through art – by integrating the Juan Valdez experience into the fabric of the South Florida community.”
Each of the three individual unpainted panels will be displayed at a Juan Valdez store: Friday, March 17 in Historic Downtown, Saturday, March 18 in North Miami and Sunday, March 19 at the Miami International Mall. Guests are invited to attend each Juan Valdez location to help paint the panels as part of this immersive activation and will have the opportunity to win prizes including tickets to the Miami Open, Juan Valdez coffee and other souvenirs.
The final mural, painted by the community at the three Juan Valdez locations, will be unveiled at the Miami Open Gate C on March 25 prior to the evening match, and showcased again on March 26. A replica of the mural will be displayed at the Juan Valdez Café location at the tournament to pay homage to the art of tennis.
Juan Valdez coffee and the Miami art scene fuse to become the perfect blend for the South Florida community. As the largest metropolis in the American Southeast, Miami is full of cultural riches and is quickly becoming one of the most inspirational and renowned art hubs in the world. By creating an immersive experience for fans to enjoy before, during and after the Miami Open, Juan Valdez coffee can be the catalyst for that inspiration, building momentum for future store openings across South Florida later this year.
About the Juan Valdez brand:
Juan Valdez® is the only internationally recognized brand that belongs to coffee producers. Inspired in the icon that has represented Café de Colombia for over 50 years, in 2002 the Colombian Coffee Growers Federation –a non-profit organization that represents more than 500,000 small Colombian coffee producers– created the Juan Valdez® brand for coffee shops. Years later, after the popularity and acceptance of the brand in coffee shops and products was consolidated, the distribution of Juan Valdez® products in other national and international distribution channels began. Besides being a synonym of high quality for Colombian premium coffee consumers, Juan Valdez´s coffees transfer a greater value to coffee producers.
Future store locations in South Florida include Doral, Coral Gables, South Beach, Cooper City, and Las Olas.
I was born and raised in Miami. Ever since I could remember I have always been passionate about art. I attended Design and Architecture Senior High where I first discovered my own unique voice and art style. Ever since then I have be en obsessed with illustration and telling a story through a single image. I fell in love with experimenting different characters and environmental elements in order to create unconventional juxtapositions, that perplex and capture the viewers attention.