Europe’s first pop-up shop

Once upon a time, a brand called Peroni Nastro Azzuro wanted to build a unique positioning as a cool, Italian Beer, to join the Italian fashion, food, wine and car brands that dominated the “style world”.

Thus the “Pop up shop was born”. The brand’s launch OOH were white with no product just the logo and Peroni, Italy so it made sense to move the budget from just one Billboard and create a flagship store alongside Armani, Gucci and Ferrari on London’s fashionable Sloane Street. It was an unusual idea - a store with just one single bottle, a cool looking Italian male shop security guard, and a stunning SMEG Fridge (from Italy of course).

UK Media lapped up the idea as quickly as the beer itself, notably The Financial Times, which devoted a double page of editorial declaring “experiential” as the natural future of Advertising.

The concept was replicated by the brand internationally, across 26 markets to drive brand awareness.