Peroni Nastro Azzurro brings Italian Renaissance to Covent Garden.
Lager brand Peroni Nastro Azzurro has placed an Italian Renaissance-inspired installation in Covent Garden.
Created by Seen Presents, McCann and Joy! Collective, “Il fresco di Peroni” is part artwork, part optical illusion, and part bar. It pays homage to the creation of the aperitivo, Italy’s early-evening ritual of a snack and a drink before dinner.
It follows OpenTable research that found there has been “a growing cultural shift in the UK towards early-evening socialising”.
Visitors will be invited to enter the fresco through three grand archways, take a seat at the table within the mural, and be placed within the illusion, giving people the opportunity to take photos and share their experience at the pop-up.
Two illustrated “beer-bearers” will pour guests the complimentary half pint of Peroni Nastro Azzurro, straight from the painting.
Joy! Collective, a group of multimedia artists, brought together 13 independent artists who used traditional Renaissance techniques to produce the final piece. “Il fresco di Peroni” took more than 520 hours to paint.
“Il fresco di Peroni” celebrates a new brand campaign called “Only Peroni”, which places Peroni Nastro Azzurro alongside cultural symbols such as the Trevi Fountain, The Birth of Venus, and Scuderia Ferrari.
After the fresco, guests can enjoy their Peroni in a landscaped garden, where a custom sundial marks aperitivo hour in cities across the world, from Rome to New York.