Project Overview
Peroni, the exclusive beer of Sydney Mercedes-Benz Fashion Festival, launch 'Passaggio' - a unique installation which captures 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.
Project Commissioner
Project Creator
Team
REBORN
Creative director: Jarrad Collins
Creative technologist: Enrico Penzo
Head of content: John Paul Wager
Producer: Paulus Van Der Kork
PARTNERS
Production partner: Finch
Video Production: Souldesigner
Post production: Resin
Project Brief
Peroni wanted to create an in-venue activation that could be executed across 4 different events. The objective was to drive consumer engagement and create awareness of Peroni’s sponsorship at the events. Our challenge was to create a premium experience that generated a clear consumer takeaway: "Peroni is Italian style applied to beer".
Project Need
In a world where we are bombarded with instructions and messages to perform particular tasks, our aim with Passaggio was to surprise and delight our audience with an experience so unique that they couldn’t help but share it.
Through a combination of technology and careful design, our audience enter an intriguing, minimal space filled with white light. On entrance, a sensory environment triggers a mix of sounds accompanied by a series of dream like videos showing the user in different Italian locations.
The outcome; users are transported to Italy and experience a heightened connection with Peroni and Italian style.
Design Challenge
‘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.
We loved seeing this idea come to life, especially because it involves 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.
The biggest challenge was to create an inspiring environment where the user could see himself projected into an Italian context. After exploring technologies such as 3d cameras, real-time background subtraction and the Pepper’s ghost technic though prototypes, we were not happy with the user experience and the software performances.
The final execution uses a hacked LCD screen to create a video wall in which the images are not visible to the naked eye. Instead, the video can only be seen though the custom designed mirror that is combined with polarised film. This solution allowed us to have optimal video playback performance, add an element of surprise and use a simple mirror to create an immersive environment around the subject.
Sustainability
Working with local suppliers the design and build of the installation was a careful balance of labour, materials and technology. Due to the fact that the installation would be used across multiple events in different locations around both Australia and the world, the activation was designed to be easily constructed and transported between events in the most compact and sustainable way.
Event Experience - Consumer
This award celebrates creative and innovative design for a consumer event. Consideration given to originality, creativity, theming, audience connection and engagement and how the event created a seamless experience for the visitor and helped to reinforce the program's core message
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