PERONI

When Peroni Nastro Azzurro launched its new ONLY Peroni campaign, the ambition was to celebrate the timeless beauty of Italian culture in a way that people could truly experience. Working alongside Seen Presents and McCann London, we were commissioned to create the centrepiece of a three-day immersive brand activation in London's iconic Covent Garden Piazza.

Inspired by Renaissance frescoes and Italy's cherished aperitivo tradition, our challenge was to create something that blurred the line between artwork, architecture and experience. We wanted visitors to do more than admire the piece. We wanted them to step inside it.

Our solution was Il Fresco di Peroni, a monumental hand-painted anamorphic mural and immersive installation that transformed a traditional fresco into a fully interactive work of art.

Every detail was designed to celebrate Italian craftsmanship. Drawing inspiration from Renaissance painting techniques, we photographed live models, constructed scenes digitally and carefully reimagined the composition to work as a large-scale optical illusion. The result was an immersive mural that appeared completely flat from one angle, yet opened into a believable three-dimensional world as visitors walked inside.

The installation became both artwork and stage. Guests entered through painted archways, took their place around an illustrated banquet table and quite literally became part of the fresco, creating an unforgettable brand experience that lived equally well in person and across social media.

To maintain the authenticity of a traditional fresco, our team adopted classical painting methods throughout the process. Over 13 artists spent more than 520 hours carefully hand-painting every brushstroke, ensuring the finished artwork appeared as though it had been created by a single artist. Every painted surface, shadow and architectural detail was meticulously crafted by hand.

Surrounding the mural, visitors discovered a beautifully landscaped Italian-inspired garden where Peroni's famous aperitivo ritual continued. Classical sculptures, Mediterranean planting and bespoke scenic elements completed the experience, while illustrated beer bearers served complimentary Peroni directly from within the artwork itself.

The result was an immersive public artwork that celebrated creativity, craftsmanship and Italian culture while creating a truly memorable experiential marketing campaign. Over the bank holiday weekend, thousands of visitors stepped inside the installation, photographed the illusion and shared the experience across social media, turning a painted mural into a destination.

At JOY! Collective, we love creating immersive brand activations that invite people to become part of the story. Whether it's a hand-painted mural, an optical illusion, or a large-scale public installation, our aim is always the same: create moments of joy that people remember long after they've left.