M&C Saatchi PR commissioned Reuben Feels to create an immersive and innovative brand experience for Peroni Nastro Azzurro, that appealed to their target audience of young urbanites, ABC1.
Working across all elements of the event, including, performers, set/décor, interactive elements, staffing, food, drink, and scheduled events, our task was to define the consumer journey and ensure the Residency had a cohesive narrative that took guests into the world of the Italian Home.
Reuben Feels… in collaboration with Gingerline’s Suz Mountfort created a multi-sensory immersive residency for Peroni Nastro Azzurro.
The experience, entitled ‘Vita all’ Interno’ – meaning ‘a life lived inside’ bought guest’s into the heart of the Italian home. On entering all were welcomed by our Nonnas, the bustling matriarchs at the centre of the residency- they ran the kitchen, and by extension, ruled the roost. From there, guests explored the laundry room, inspired by Italian Couture, and the al fresco dining space, decorated with designs by Francesca Signori.
Each guest could curate their own experience from there, obtaining keys that opened doors to immersive experiences. The Wardrobe was a professional photographic studio, The Bedroom a surrealist scape where guests listened to spoken word with their heads literally in the clouds, and The Snug, a masterclass with the Mixologist Simone Caporali.
For the lucky few there was a Private Dining experience, hosted by our passionate Italian couple, things got heated and by the end of the meal sparks (and meringue) flew as the evening descended into a decadent and wild food fight.
The Residency became Peroni’s most successful to date. The immersive experiences were fully booked every night. Demand for the private dining experience was such that additional nights were added in the first week, it was sold out for the duration.