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Drive-in Italian style for Peroni Editorial
Author: DriveThroughout 2009 and ongoing…
Drive-in design diva Imogen Hammond was approached by prestigious advertising agency ‘The Bank’ to create the set for the (now trademark) ‘Italian style applied to Beer’ Peroni Nastro Azzuro re-brand shoot. Working in association with italian designer Antonio Berardi, this well-known bottled birra was cleverly re-cast midst a collection of classy fashion items, all conveying essential ‘Italian spirit’.
Shot on location in the Riviera (London’s that is), we transformed MC Motors into an authentic version of Beradi’s Italian design studio, creating perfect backdrop sets for the photography of his luxury accessory range: the Valigia weekend suitcase; a leather laptop case; jewel bottle opener and a kagoule. Spot the odd one out.
The end result was a stylish promotional book & print campaign featured across all the top-end style mags – Vogue, Harpers, Vanity Fair, Wallpaper, Elle – with supplements making it into The Times, Observer and The Independent. A set of beautiful photographic stills, compiled into a sumptuous coffee table book, set the precedent for Drive-in’s further involvement in the campaign.
The next installment, the ‘Peroni Lifestyle’ shoot, took place in Shoreditch, London – none other than the East-end warehouse location of Dragon’s Den – where Imogen faithfully re-created an authentic Italian lounge bar, where aspirational young italian professionals relaxed with aperitivo and peroni as featured in the November edition of Living etc.
We were then asked to work our design magic on the third leg of the Peroni Campaign: ‘Peroni Essentials’. This was shot in three exclusive Kensington bars, each styled with Italian bar accessories: Peroni Beer fonts; Peroni bottles, bottle openers and beer coolers and with an array of bespoke Peroni glasses. Attention to detail included Alessi fruit bowls and designer Italian bar stools. Not forgetting the stylish and beautiful party crowd cast to enjoy themselves on camera while enjoying…you got it, Peroni!