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Media Release Wednesday 6 March 2019

Miller Genuine Draft launches its first ever innovative cultural hub in Melbourne

~ 5 distinguished Australian designers to bring exceptional experiences to life in March ~

As part of a new global platform, MillerGenuine Draft is bringing to life a 'space' where culturaltrends and creativity combine to create something exceptional. Five Australian designers from the fashion, technology, art, music and design worlds will come together to create one incredible creative hub in Melbourne this March.

Curated by world renowned designer and creative enigma, Jeff Staple, 'Miller Design Lab' will be inspired by the theme, 'gold is the new black' and will be a truly creative campaign wherepeople can enjoy art, culture, music and the refreshing taste of Miller Genuine Draft while they engage with the brand in a new and innovative way.

More than a physical space, Miller Design Lab will cater to the audience's desire to stay onestep ahead, to embrace the trends that define this moment and interact with original content and experiences that reflect their appetite for the new and exciting.

Miller Design Lab global curator, Jeff Staple has commented,"I am super excited to bebringing the Miller Design Lab concept to Australia, and especially to one of my favorite places on Earth-Melbourne! I think the event space is going to be incredible! Guests who visit the space can expect exceptional experiences throughout the 10 days with various events happening. I am personally very honoured to be part of such an incredible global campaignand I'm looking forward to experiencing all the energy I know Melbourne is gonna bring!

"Thespace will be a premium and eclectic mix of art, design and experiential moments where guests can immerse and engage with the brand in a way that has not been seen globallybefore,"Staple concluded.

Brigitte Kedicioglu, who heads up the Miller brands in the local market said, "It is an excitingopportunity to be one of the first markets around the world to launch the Miller Design Labglobal brand campaign and adapt for an Australian market and taste."

"Miller Design Lab is a new platform for the brand. It not only showcases exceptional collaborations but also celebrates local Australian talent, an additional dimension to our place in exceptional nightlife music experiences. We cannot wait to see how Australian consumers engage with Miller Genuine Draftin this innovative and original way,"Brigitte said.

Designers who will be lending their creative talent to the Miller Design Lab include; light sculptor, Meagan Streader, street artist, Buff Diss, Pitch Studios Founder & Creative Director, Christie Morgan and textile creators, DREAMCATCHERSDREAMTIME X Think Positive Prints. All four designers will be creating an immersive concept for guests within the SoHigh galleryspace which will be a reflection of the 'gold is the new black' theme and an engagingexpression of their interpretation of exceptional experiences. There will also be a special guest and Australian Miller Design Lab fashion partner who will be making an appearance throughoutthe ten days of the hub's presence.

With the official launch event taking place on Thursday, March 21st, the following 9 days will see an exciting line-up of experiences for guests including renowned DJ and musical sets and sideline events hosted at the Miller Design Lab partner and after party venue, The Emerson Rooftop Bar and Club.

Event Information

Venue: SoHigh Gallery, 143a Chapel Street, Windsor VIC 3181.

Tickets: Tickets for general admission events are available to register online fromwww.millerdesignlab.com.au

Over 18s only

Thursday March 21st

5pm-6pm -Miller Design Lab "The Future of Design & Technology" Panel hosted by JeffStaple featuring all design partners & Miller Genuine Draft Merchandise designer, Nana Judy 6.30-10.30pm - Miller Design Lab Launch Event - Invite only andmedia accreditation essential

Friday March 22nd

Miller Design Lab X Buff Diss launch party 7pm-10pm-general public admission

Saturday March 23rd

Miller Design Lab X Dreamcatchersdreamtime.com X Think Positive Prints 7pm-10pm-general public admission

Thursday March 28th

Miller Design Lab X Christie Morgan/ Pitch Studios 6.30pm-9.30pm-general public admission

Friday March 29th

Miller Design Lab X Meagan Streader 7pm-10pm-general public admission

Saturday March 30th

Miller Design Lab Official Closing Party Special Guest Performer to be announced 7pm-10.30pm-general public admission

Venue

SoHigh Gallery, 143a Chapel Street, Windsor VIC 3181

Tickets available from:www.millerdesignlab.com.au

ENDS

Instagram :@millergenuinedraftaus| Facebook:@MillerGenuineDraftAustralia

#itsmillertime#whenexceptionalhappens#millerdesignlab

For more information, please contact:

Madeleine Wilson

Director, [e-mail]0424 638 855

About the Miller Brewing Company

The Miller Brewing Company's story began in 1855, when Fredrick Miller emigrated fromGermany to the United States. Producing fine lager beer in the German brewing style, Miller established the Miller Brewing Company in Milwaukee, Wisconsin - the brewing site the brand still uses today.

The Miller Brewery in Milwaukee is one of the oldest breweries still functioning in the United States.

About Miller Genuine Draft

The Miller Brewing Company is continually striving to create new and innovative beer that pushes category boundaries. There is no better example of this than Miller Genuine Draft - 4 times filtered for an exceptionally smooth taste. Launched in 1987, Miller Genuine Draft is a brewing breakthrough. Instead of heat pasteurising in steam tunnels, Miller Genuine Draft is cold-filtered through a ceramic filtration system before packaging. The benefit of this process is that Miller Genuine Draft has the fresh, smooth taste of unpasteurised draft beer.

About Miller Design Lab:Miller Design Lab is a new platform for the brand, a 'space' wherecultural trends and creativity combine to create exceptional experiences our audience can engage with. A platform that combines trends, creativity and exceptional experiences so that more people can feel exceptional in the moment. More than a physical space, Miller DesignLab shares our audience's desire to stay one step ahead, to embrace the trends thatdefine this moment and to create something genuinely original that our consumers can experience. Whenever they see the Miller Design Lab label, our consumers will know that somethingexceptional can't be far away.