Events

Peroni Alessi Launch

SABMiller

Launch Party

To celebrate the collaboration between Peroni Nastro Azzurro and Italian design icon Alessi, a launch party was held near the Alessi store on Upper Brook St at Hush.  The company created a design exhibition featuring Italian classics as well as outlining the progress of the beer since its launch in 1964.

The Alessi store was lit up in Peroni colours and projected images from the Peroni Icons campaign, whilst an elegantly dressed Italian hostess directed guests to Hush’s private entrance. As they neared Hush they walked into the scene of an idyllic square reminiscent of the piazzas in Rome. Within the square was a small Fiat 500 branded with Peroni on the sides, highlighting this as an evening dedicated to the iconicity of Italian design.

Inside, Peroni and aperitivos were served on Peroni branded Alessi items from a bar designed by Miriam Mirri; the Alessi-commissioned designer that created the bespoke Peroni ice bucket - the symbol of the partnership

Within the venue there was also a dedicated gallery space that told the story of the decades of both Italian design and Peroni and the symbolic joining of the brands in order to demonstrate the current partnership between Peroni and Alessi.

The event successfully launched Peroni’s inspired partnership with iconic design brand Alessi and showcased to the uninitiated the evolution of both brands from their origins to the present day.