Case Study · Experiential · Brand Activation · December 2025
Art Basel Miami 2025.
Two Activations. One Cultural Moment.
MXU produced premium brand activations across Art Basel Miami Beach 2025 — from an intimate multi-night private event at the iconic Scarface Mansion to a high-traffic brand activation at the Red Dot Art Show.
Red Dot Attendees
40K+
Activations
2
Photos Documented
11
Recap Videos
2
The Opportunity
Art Basel Is Not One Event. It Is a City.
Art Basel Miami Beach is the world's most culturally dense week in the Western Hemisphere. For seven days, Miami becomes the intersection of art, fashion, music, luxury, and capital. The brands that win are not the ones with the biggest booths — they are the ones that create the most memorable experiences in the most exclusive rooms.
MXU activated across two distinct formats during Art Basel 2025: a curated private event series at the iconic Scarface Mansion, and a high-traffic brand activation for Mabi Tea at the Red Dot Art Show. Together, they demonstrate MXU's ability to operate across the full spectrum — from intimate UHNW experiences to mass-market brand moments.
The Activations
Two Activations. Click Into Each.
Each activation had a distinct format, audience, and brand objective. Explore each below.
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