Experience Art Like Never Before
CHALLENGE
The House of Peroni pop-up residence brings together the best Italian talent, food, drink and immersive art and lifestyle experiences for an audience of 25- 34 year old, city centric trendsetters. For 2017, Peroni Nastro Azzurro sought to create a space that would explore art through innovative uses of technology to provide House guests with a new engaging and interactive experience to ignite their creativity and leave a lasting and shareable impression.
SOLUTION
Beautiful Crime Agency developed the Art Bar VR Experience using pioneering VR technology – the 3D room-scale virtual reality painting tool Tilt Brush, developed by Google. Working with the Beautiful Crime Group’s roster of represented artists in combination with its global artist contact book, Beautiful Crime commissioned three artists (two Italian Fabio Gianpietro and Peeta and one British Carne Griffiths) to create a new piece of art using Tilt Brush.
The new pieces were conceived by each artist to illustrate the Peroni theme of ‘craftmanship’. Guests attending the art bar were able to step inside the artist’s work before meeting the artists for a short masterclass on creating art using Tilt Brush. Guest were then invited to trial the technology for themselves – experiencing art like never before – creating shareable snapshots, .gifs and clips of their work before leaving with a signed, numbered and limited edition screen print of one of the featured artists works. The House of Peroni Art Bar was delivered in four cities – London, Edinburgh, Manchester and Leeds.
As well as the creative conception, Art Bar experience event production and talent management, Beautiful Crime worked alongside Peroni’s agency M&C Saatchi PR to deliver a seamless campaign – from video content creation for social channels to curating and producing all of the art for the House of Peroni.
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Beautiful Crime’s creative idea for The House of Peroni Art Bar really stood out from the competition and was surpassed only by the passion and commitment to excellence they showed in the execution. A fantastic team who were a real joy to work with. I look forward to our next project with them.
Andy Box, Marketing
Manager – Peroni Nastro Azzurro
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