Create Your First Project
Start adding your projects to your portfolio. Click on "Manage Projects" to get started
Il Fresco di Peroni
Info
Il Fresco di Peroni - Peroni Nastro Azzurro
Spatial Design • Environmental Design • Site Planning • Guest Flow • Landscape Concept
Agency: Seen Presents (with McCann London)
Brand: Peroni
Year: 2026
The Concept
A three-day outdoor experience in Covent Garden Piazza for Peroni Nastro Azzurro, launching their "Only Peroni" campaign - bringing Italy's aperitivo ritual to a London landmark. Built with Seen Presents, McCann London, and artists from JOY! Collective.
The Challenge
Deliver something distinctly premium and Italian, at scale, for free, in a busy public square - over one bank holiday weekend. The spatial challenge: balance an intimate "step into the painting" moment against guest flow, servery logistics, and a full landscaped build from scratch.
The Design
A large-scale trompe l'oeil fresco anchored the site - hand-painted by 13 artists over 520 hours, depicting a scene guests could step into for their "first aperitivo," served by figures appearing to pour from within the painting. A landscaped garden surrounded it: classical statuary, structured planting, and a custom sundial marking aperitivo hour worldwide.
My Role
Lead spatial and environmental designer on the project - responsible for the overall design, site plan and layout of the piazza activation, zoning the garden, guest flow, and the placement of the fresco and servery within the space, working alongside Seen Presents, McCann London, and JOY! Collective to resolve the concept into a buildable environment.
Why This Project
A rare opportunity to design a large-scale public brand experience in one of London's landmark spaces, balancing an ambitious creative concept against the real constraints of a free, high-footfall public event.
Results
28 pieces of media coverage · 144.4M earned media reach · 5.3M social reach
