House of Peroni is an annual pop-up experience that places style center stage. Through key partnerships and activations, we moved Peroni out of the Little Italy novelty domestic tourist market and into the hands of a younger, more culturally sophisticated audience.

For its third iteration, we partnered with the Art Production Fund to commission architect Jenny Sabin to design a custom bar and installation in NYC and replicated it in three other markets. Her creation, titled LUSTER, is a full-service bar designed with a transformative, lightweight canopy structure made of responsive tubular and cellular components.

In addition to Sabin’s work, we included unique experiences inside the space, such as an edible collection of luxury sugar pieces created by Sweet Saba, providing great social content worth sharing.

Programming with leading art and design influencers led to quality press coverage in top-tier style publications, including Architectural Digest and NY Magazine’s The Cut.

The four-market activation generated 10.7MM earned PR impressions, a 13.3M total reach on social media, and volume lift with key customers.

Art direction was inspired by the cellular forms found in the structural components of Sabin’s work. Iterations can be found in the branding, environmental applications, and all print/additional collateral – menus to invitations, working to integrate the Peroni brand with the experience.