Il Fresco di Peroni
Challenge
To deliver an immersive, premium outdoor experience for Peroni in the heart of London, celebrating the launch of their Only Peroni campaign.
Painted by 13 artists over 520 hours in 65 days, using intricate Renaissance techniques, the fresco appeared to be seamlessly crafted by a single hand. From within the illustrated fresco, ‘beer-bearers’ served half-pints of Peroni Nastro Azzurro directly from the painting.
Beyond the fresco, guests enjoyed their Peroni in a landscaped garden featuring classical statues, structured greenery, and a custom-built sundial that marked aperitivo hour in cities across the world.
Solution
Working alongside McCann London, we brought Peroni’s Renaissance-inspired vision to life with a vibrant three-day transformation of Covent Garden’s Piazza. The free public event invited Londoners to immerse themselves in a celebrated Italian tradition over the bank holiday weekend.
Inspired by the growing UK trend for early-evening socialising – mirroring Italy’s beloved aperitivo ritual - the experience tapped into shifting habits among a new generation. Through the Only Peroni campaign, Peroni Nastro Azzurro positioned itself as a symbol of Italian style and culture, inviting guests to experience the brand’s elegance and artistry in a contemporary way.
At the heart of the experience, created in partnership with artist group JOY! Collective, stood a mesmerising large-scale optical illusion fresco. Drawing on the creative concept of ‘The First Taste,’ the fresco depicted a joyful dining scene, inviting guests to step into the artwork for their first aperitivo. This immersive installation blurred the line between observer and participant, creating striking photo moments.
