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What makes this project challenging was its permanence. Most of our installations are up temporarily, typically for about a week. This one will remain in place for at least a year! Everything had to be code compliant, weatherproof and hurricane resistant, while also able to withstand the wear and tear of thousands of people passing through every weekend. 2R Creative is unique for having extensive in-house fabrication, including carpenters, welders, and upholsterers. How does this vertical integration impact the creative process, quality control, and the speed at which you can respond to complex or lastminute design requests? Raul Rodriguez: This has been one of the keys to our success. Because we have the infrastructure and control most of the process in-house, we’re able to turn projects around faster while maintaining the highest quality standards throughout every stage. I can sketch an idea one day and have it built and ready the next. In addition to our in-house team, we’ve curated an extensive network of specialized partners and artisans across the country. We bring them in for projects that call for their unique expertise, ensuring we can execute even the most complex creative visions. Another major advantage is our furniture rental division, Lavish Event Rentals. Having access to a 20,000-square-foot warehouse of high-end furniture allows us to function at a faster and more streamlined rate when designing and producing events. You’ve built your agency as a Miami native. What, in your opinion, makes Miami the ideal stage for high-impact, experiential marketing and pop-up events compared to other major global cities? Raul Rodriguez: What makes Miami an ideal stage – and the ideal city for me to build my business – is that it’s historically been less saturated than other major markets. In cities like New York City or Los Angeles, there are hundreds of agencies all vying for the same clients. When we started 25 years ago, Miami was often seen as “less than” those cities, especially when it came to creative production and experiential design. It was always my goal to change that perception and build an agency that can deliver at the same level as any top firm in New York City or L.A. I made it my mission to be known as the go-to team in Miami for the same level of excellence you’d find anywhere else in the country. Over the years, that drive has helped us raise our own standards and elevate the city’s reputation within the industry. You’ve previously discussed how technology, such as drones, holograms, and 3D printing, will shape the future of the industry. How is 2R Creative incorporating cuttingedge technology right now, and what futuristic concept are you most excited about bringing to life next? Raul Rodriguez: To be honest, I’m excited to see how AI develops and how we can integrate it alongside our creative team to design projects. I think AI still has a long way to go when it comes to true creative design, but it’s already giving us the ability to look at things from different perspectives. It allows us to explore more ideas and generate additional options to make sure each project feels unique from anything that’s been done before, while at the same time helping us optimize for the goals we want to achieve. Website: 2rcreative.com. Instagram: www.instagram.com/2r_creative By ML Staff. Images courtesy of 2R Creative.