To kick off the 2024 Copa América final weekend, 500 people turned up to our Argentine barbecue, pop-up barber shop, and block party at the adidas Fútbol Society pop-up.
Through our ongoing ‘On A Plate’ series, as part of the adidas Futbol Society, we’ve always set out to curate varied events from intimate dinner parties to more extended evening occasions. To serve up moments in time that you really have to be at, or that you can at least appreciate from afar. Much like that perfect cut-back from the byline, the name of this whole series comes from that intimate moment on a pitch where the ball comes in and the striker can guide the ball goalwards. That rustle of the net is so perfect in those moments and that’s what we wanted to achieve in Miami this time around. Only with big energy, a heavy bassline and swag as we encouraged our crowd to style up their 2024 Copa América adidas product.
The backdrop of an eagerly anticipated final between Argentina and Columbia gave us a chance to bring something more immersive to the moment. Swapping porcelain plates for custom paper ones (by Inspector Nuggs once more), we created an event for 500 people that started outside with a flavour-packed Argentine barbecue and ended inside with an electric house party. We brought in various people, like the team behind Inter Miami’s Vice City Ultras and the Andrew Skate Store team, on a spectrum from core football to creative skate, to constantly sense check the authenticity along the way. This blend allowed us to achieve something fresh and industry-leading. We don’t want to do an event that’s been done before or is easily replicated.
From the moment we moved into the Miami space, we had lo-riders on the door outside – an eclectic mix of vehicles including Cadillacs and an eroded VW camper that were all heavy laden with speakers. If you tripped over an artistically placed motorbike, there was a battered sofa or carless car seat to cushion your landing. To reinforce that this was a kick off moment to a finale weekend, silverware was splashed all over and we created a trophy installation for the DJ booth to live in. The artistic energy of set design was considered throughout – this truly was a curated and creative shut down.
Using this opportunity to showcase local DJs, and celebrate emerging and breakthrough talent, we offered BRESH three slots through the night. Two emerging artists Negra Fabulosa and Nia Skyfer were on from 7pm - 9pm then the headliner Martina Pritz took the party indoors from 9pm -11pm. Yeah, we know it’s early. Blame permits. Behind Pritz, a legacy video we shot of Lionel Messi entirely on VHS played.
The pop-up barrio scene we created was all about transporting our crowd into an authentic block party. The deliciousness was all in the detail and everything from the custom panelling to the speakers was bespoke for the occasion. Famed Buenos Aires-based artist Pepe Perretta was commissioned by SoccerBible to create the tifos displayed. A series of Argentina-inspired pieces first, and then a wider set depicting each of the adidas federations’ national flags.
We don’t want these events to be tokenistic in any way. It’s about tapping into real culture and working with people right at the heart of the scene. From skaters, producers, and photographers to stylists, musicians, make-up artists and players – it’s the coming together of a multi-disciplinary creative crowd who are interested in, but don’t necessarily work in, football. Blurring those lines and pushing things forward is what we set out to do as we believe these elements shape creative soccer culture.
At 9pm, we added a little drama. The crowd partying outside didn’t know that we had a party scene inside so we had a local actor pop up, pretend to sweep and move the confused crowd back. He almost caused chaos brushing his broom over some pristine sambas before he raised his megaphone to declare the inside open. Guests walked through a pop-up barber shop to enter – we looked at contemporary art and played on THAT picture of Adriano having his hair cut on the street – and the Miami barber Henry Rodriguez was on hand to paint guests’ hair. For a night like this, it had to be Rodriguez’s signature flames and artistic designs rather than a classic South American barber, another example of how we tapped into the creative soccer culture of the city.
We hit capacity and maxed out a 500-person venue because it was the party to be at for those who enjoy the melting of cultures and a creative soccer crossover. We take things back to more intimate surroundings in Melrose, LA next week. See you for brunch.
Event Photography Seba
