House of Peroni

Propose and deliver a music strategy for the House of Peroni – a six-week residency in East London celebrating Italian creativity, partnering with M&C Saatchi.

Our approach was to engage a hand-picked selection of Italian musicians/DJs to complement the activations other pillars of Food, Drink and Style.

We secured Italian ambient music icon Gigi Masin, to deliver a soundtrack that would play throughout the activation. Little known for much of his career, Gigi has seen his profile and popularity rise through his Gaussian Curve project with Young Marco and Johnny Nash, released on Dutch imprint Music from Memory.

As well as Gigi, we also confirmed italo-disco pioneer Daniele Baldelli, Italy-via-Berlin duo Discodromo and Horse Meat Disco’s Severino amongst the 12-date event programme.

• Programmed 22 artists to perform over the six-week residency PR coverage dedicated to the music programme in DJ Magazine, Resident Advisor, Decoded and Nube.
• Contributed to helping Peroni assume a genuinely elevated position within the category.
• Brand awareness among ‘trendsetters’ rose to 24% – the highest result for any Peroni activation in Europe.