Free Cuba - Sergio’s Restaurant
85” x 68” inches
light-emitting diodes, aluminum, acrylic, steel hardware, bespoke circuit, chains
Located at the entrance of Sergio’s Cuban's newest fast-casual franchise in Brickell, our installation immediately captures attention. Initially displaying the restaurant's slogan, "A fresh take on Cuban," it draws patrons in. However, with a single blink, our creation undergoes a transformation, revealing the powerful statement, "Free Cuba."
This dynamic display challenges viewers with a thought-provoking declaration, encouraging contemplation on the profound concept of freedom. Our artistry goes beyond mere words, crafting a narrative that resonates with individuals' aspirations and the collective desire for change.
Through our unique style, we've created more than just letters; we've crafted a symbol of hope and possibility. "Free Cuba" vibrates with layered meanings, symbolizing the pursuit of liberation on political, social, and personal levels.
As guests pause to reflect on the evolving message, our installation sparks conversation and introspection. It stands as a testament to art's enduring ability to provoke, inspire, and catalyze change.
Scope: Branding, Art Direction, Art
Location: Miami, Florida
Client: Sergio’s Restaurant
Creative Direction: Camilo Rojas, Eliam Coro
Art Direction & Design: Camilo Rojas
Photography: by Valerie Lopez
At the opening night event, guests had the opportunity to share their freedom stories with our creative director, Camilo Rojas. He personalized their T-shirts by inscribing their last names along with the year their families embraced freedom.
