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Italian style has never been about what's in the glass. It's about everything around it. For Peroni, the challenge wasn't simply to launch another beer experience. It was to transform a premium lager into a contemporary symbol of Italian style.
We reimagined the House of Peroni as more than a branded event. It became a living expression of modern Italy, where art, design, fashion, photography, food and film came together to create an experience people didn't just attend—they wanted to be part of.
By collaborating with both established and emerging Italian creatives, and extending the experience through editorial films, guides and digital content, we turned every touchpoint into an invitation to experience the creativity, craftsmanship and effortless elegance that define contemporary Italian culture.
Because when people fall in love with Italian style, they naturally fall in love with the beer that represents it.
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CREDITS
ECD: Paul Hogarth
Art Director: Michele Bona
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