Entering 2022, Peroni had a new partnership with the iconic British Summer Time (BST) festival in London's Hyde Park, which attracts 60,000 music fans a day over three weeks. The brand was keen to bring its core product to the festival's sizeable ‘style seeker’ audience, as well as introducing its low alcohol variant Peroni Nastro Azzurro 0.0%. We were tasked with creating a unique and unforgettable experience for BST festival-goers that would truly celebrate Peroni's 'Live Every Moment' messaging.

We brought the Amalfi coast’s blissful shores to London’s Hyde Park, with an activation that emulated this classical Italian holiday retreat down to the stuccoed walls and pastel-perfect colours. Music fans taking in the likes of Rolling Stones and Adele were able to enjoy freshly-poured Peroni Nastro Azzurro and sample the delights of Italian aperitivo, surrounded by decor recalling the luxury, opulence, and good times of the Italian coast in summer, during one of the UK’s hottest ever summers. 

When creating the activation, we used our unrivalled festival experience to ensure The House of Peroni would become an iconic part of The Hyde Park landscape for the summer.