Peroni Transforms Covent Garden Into A Living Renaissance Masterpiece
- Shop Drop Daily
- May 12
- 1 min read
Peroni Nastro Azzurro, in partnership with Seen Presents and McCann London, transformed Covent Garden into a Renaissance masterpiece with "Il Fresco di Peroni." This immersive installation brought the "Only Peroni" campaign to life, reimagining a traditional Italian fresco as a physical, 3D world through clever forced perspective and anamorphic art.
Crafted by the JOY! Collective over 520 hours, the installation allowed visitors to step directly into a mural depicting "The Creation of Aperitivo." Guests were greeted by illustrated "beer-bearers" pouring complimentary half-pints straight from the canvas before taking their seats within the artwork itself.
The space blended classical architectural cues, marble textures and Roman columns, with a modern Italian aesthetic. Following the immersive photo-op, guests relaxed in a landscaped garden featuring a custom sundial marking aperitivo hour globally. This activation perfectly captured the cultural shift toward early-evening socialising, merging centuries of Italian artistry with the UK’s favourite premium lager.
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Really creative campaign, the way they turned Covent Garden into a living fresco sounds like such a cool experience and the attention to detail is amazing. On a lighter note, when I’m winding down after reading about events like this, I’ve been playing Speed Stars lately and it’s surprisingly fun and relaxing for a quick break.
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