The Miami Design District is booming. Old buildings come down, new ones go up. Thanks to a partnership between the LVMH brands and the district, more than 100 new stores are slated to open in 2014-2015, making the Miami Design District the place where shopping, dinning, culture and fashion happen in South Florida.

The District recently underwent a major rebrand by London-based Made Thought and, this spring, created an extensive print ad campaign as a bit of a coming out party for their new look. They asked us for a short video to run as an advance teaser on their social networks to support the new-look campaign. 

Our short documentary profile of 2012 Designer of the Year Vito Acconci, part of our Design Miami 2012 doc package for longtime client Miami Design District.

For the past few years, we’ve provided production services for the Miami Design District during the week of Art Basel. This year, rather than the standard wrap-up videos we’d done before, we decided to do something a little different. Common Machine created a dedicated microsite and a series of short documentary films, profiling artists, designers, curators, and gallery owners showing in the Miami Design District during Art Basel Miami Beach 2011. 

The ten short films feature such acclaimed art world figures as sound-and-light artist Christopher Janney, graffiti muralist Retna, and urban interventionist Rubén Ochoa. The microsite — built on the Cargo Collective platform in a mood board-style layout — itself functions as a curated digital art installation, giving viewers a dramatic sense of what went on in the Design District during the most important week on the North American art calendar. 

Both the URL links and the embed codes for the videos were made available to the press every day as new videos went up for sharing on blogs and Websites. 

Check out the microsite and all the videos here.