The experiential campaign for Peroni Nastro Azzurro, House of Peroni, has returned with a global relaunch in London, France and Italy.
Making its British debut in Hyde Park London, the experience aims to embody Italian culture with its food, drink, music and ‘Open House’ feature.
The building will liken 1960s Rome, drawing on the brand’s origins, and will include a bar, DJ booth, living room and a kitchen-style bar.
This is the first time the experiential platform has been unveiled since 2019.
Italian chef Francesco Mazzei will handle the food side of the event, while DJ Pablo Moscheni will set the mood with exclusive tracks and playlists when the event is not featuring live music.
The news comes months after the Italian beer brand joined the likes of Heineken and Stella Artois in producing an alcohol-free beer for drinkers across the world.
Created And Ugo, the House of Peroni campaign revamp includes new partnerships, creative concepts, strategic positioning and branding.
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“Ultimately, we want to inspire people to make the best out of any moment and we chose to continue our partnership with And Ugo because they demonstrated an innate understanding of our brand and how to express that through experiential,” Peroni Nastro Azzurro global brand manager, Camilla Scognamiglio, said.
The experience will debut in Rome, prior to rolling out globally.
Peroni Nastro Azzurro Italy brand manager, Giulio Carucci, added: “This is a major breakthrough for the brand in its motherland: a fundamental pillar to build our cultural relevance, making both local and international consumers live a superior brand experience.”
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