The motel chain provided a lesson in how to advertise a kitschy-to-cool redesign at Miami Art Week

How do you advertise your brand’s new, artistic revamp in the middle of a Miami Art Week already filled to the brim with brands and art? For Super 8, the answer was simple—give away the very same artwork you’re already trying to get rid of. Following their first ‘hotel art' show during New York City’s Frieze art fair last May, the economy hotel chain is going for Round 2 with When the Art Comes Down: Works from the Super 8 Collection – Miami Edition.

While Art Basel Miami and the other multi-day fairs focus on selling high-end pieces to discerning collectors, Super 8’s one-night-only, self-described “eclectic gallery of hotel kitsch” will take place on December 1 in the middle of the trendy arts hub neighborhood of Wynwood, and will give away 100 pieces of art formerly hanging on their room walls from across the country on a first-come, first-serve basis.

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