About the project

REBORN & Peroni, the exclusive beer of Sydney Mercedes-Benz Fashion Festival, launched 'Passaggio' - a unique installation which captured the true style of the Peroni brand.

The innovative experience took the consumers at MBFFS on a journey, transporting them to Italy so they could experience the essence of Italian style. The objective of the instillation was to visually surprise and delight the viewer by getting them to interact with the Peroni brand in an effortlessly styled environment.

‘Passaggio’ took consumers on a journey through a selection of iconic Italian locations, coupled with talent that was shot in Italy to create the perfect Italian style experience.

Enrico Penzo, REBORN's Creative Technologist - "we loved seeing an idea come to life, especially when it involved an interesting remix of existing technologies. This particular execution required several iterations and tweaks to create an immersive experience where technology played an important role without being overpowering. Seeing the reactions of the audience and their transparent feeling of being transported elsewhere was the best reward for everyone involved in the project".

This is the second commercial project from the Thinkerers, REBORN's innovation and invention collective with more projects in the pipeline.

Peroni is proud to announce ‘Passaggio’ will tour the country with subsequent experiences to be held at future fashion events and the launch of Lavazza Italian Film Festival in Melbourne.


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