Award-winning Chief Creative Officer, keynote speaker, workshop facilitator & trainer
Peroni was on a mission to land what Italian style meant in the UK. To bring to life the idea of passionate design, food, fashion and culture.
Our strategy? To use partnerships between artists/creators and influential online cultural commentators to create new online and experiential events that brought an audience with them.
The first programme we did was one of the earliest online series that could be followed “in (almost) real time”. We paired up-and-coming fashion and jewellery designers from the UK, who represented the passion and attention to detail that defines Italian style. Over the course of three months they created a piece together, to be shown at the Peroni Collaborazioni event in London. The Collaborationi format continues to this day.
Opening to rave reviews and queues around the block, Peroni Collaboratzioni proved such a success for Peroni that we launched into a bigger and bolder experiential collaboration: Opera di Peroni. A touring modern opera series based on the fashion seasons, bringing together an historical Italian story with contemporary musicians, and of course a great bar. With a story of Italian passion, guests could follow mobile trails to the events, which allowed the audience to follow the back stories of one of four main characters.
Next we moved on to House of Peroni, a showcase of the very best of Italian style, and food, still open every summer, many years later.
many agencies and great creative minds have worked on it over its almost 10 years of summers, but I’m proud to have led the original concept.