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%. FRUKT was tasked with creating a unique and unforgettable experience for BST festival-goers that would truly celebrate Peroni's 'Live Every Moment' messaging.
FRUKT 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. Festival-goers are increasingly seeking more sophistication, meaning fashion and style needed to be central to the activation, so a simple elevation of The House of Peroni experience wouldn't suffice - we needed to elevate the brand values and heritage to another level.
Our answer lay in the macro-occasion of British Summer itself. We took the outdated but still much-shared take on the 'British summer' and flipped it on its head: reinventing British traditions by injecting true Italian style.
We brought some Amalfi coast magic to Hyde Park by creating The House of Peroni’s coastal holiday retreat. The design of the structure fused together Peroni Nastro Azzurro’s minimal white brand world with a classic renaissance archway architecture, reminiscent of Peroni’s medieval birthplace Vigevano. This created a beautiful and striking structure in deep contrast to the tranquil green setting of Hyde Park that, importantly, transported BST guests to an Italian Amalfi coast setting.
At the heart of our structure sat a 30 metre bar serving freshly poured Peroni Nastro Azzurro. From there, we took the brand's synonymous blue ribbon and sculpted it into a seating feature, which acted as a unique focal point for relaxing and meeting friends, as well as social photo moments. Our theme also inspired a series of activation ideas - an Instagram photo opportunity in keeping with our seaside atmosphere, and Style Spotter photographers roaming the festival grounds and engaging with attendees that exuded true Italian style.
Partnering with young Italian streetfood pioneers ‘SUGO’, revellers could enjoy a variety of fresh pasta dishes, arancini, or chocolate-filled bombolone doughnuts, while the first floor terrace elevated the experience space for guests, media, and VIPs. Additionally the space hosted six standalone and ticketed al fresco dining experience evenings, where 60 guests at a time enjoyed a three course meal paired with Peroni and Italian wines.
