For Peroni's NYC flagship event, we partnered with ad agency Mischief to transform The Parkgate in the West Village into a little piece of Italy. We turned an exterior wall into a working beer window inspired by Italy's buchette del vino, reimagined the interior to match, and built out branded outdoor spaces. Giada De Laurentiis headlined the experience, greeting fans and handing out ice cold Peroni from the window.
Client
Peroni
Services
Event
Challenge
Peroni needed a flagship location with real village character, tucked away, but still unmistakably New York with enough room for a full event. The build itself had to carry Peroni's brand identity, look like it had always belonged to the building, and go up and come down fast.
We found and secured The Parkgate for its intimate, village-like footprint and built a fast-strike wine window in Peroni's colors, engineered to read as permanent architecture.
Result
The build became the flagship template for Peroni's national Portals rollout, earning trade coverage on PR Newswire plus lifestyle press from Time Out New York and Bustle. It also debuted Giada's Pane di Peroni focaccia, giving the activation a food story that extended its press life. The concept then traveled to additional cities over the summer.
