When I started with this blog almost three years ago I really couldn’t imagine that this virtual space could turn into the dynamic place it is at present.
Today I’m excited to start the week introducing you a new collaboration with iconic Italian brand Peroni Nastro Azzurro. No, I’m not talking about beer on their magazine, but of Italian design, of course, with monthly contributes.
Peroni Nastro Azzurro values Italian heritage and has differentiated itself through its association with effortless, authentic and timeless Italian style. PeroniItaly.com and its associated social channels are a destination hub for design, travel, food and fashion trends, news and events, promoting Italian passion around the world through both local and global initiatives.
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The brand launched in 1846 with a first brewery in Vigevano, in Pavia province. It was called Birra Peroni and still bears the founder’s name to this day. The name ‘Nastro Azzurro’ was inspired 30 years later by the luxury Italian liner SS Rex, which won the coveted ‘Blue Riband’ prize awarded for the fastest crossing of the Atlantic by passenger liners.
The phenomenal growth of the brand started in the 1950s, and in 1968 Peroni Nastro Azzurro launched the iconic advertising campaigns with that sailer outfit that have been essential to the success of the brand. In 2005 the brand was re-launched internationally. Part of this relaunch, the opening of ‘Emporio Peroni‘ minimalist boutique in Sloane Street, London: an innovative idea with just a refrigerator that spoke of Italian style inside, so exclusive that only window shopping was permitted , an idea which won the 2008 International Awards for Innovation in Media.
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Il brand nasce nel lontanto 1846, con una birreria in provincia di Pavia, già con il nome di Birra Peroni, dal suo fondatore. Il nome ‘Nastro Azzurro’ invece prende ispirazione dal prestigioso omonimo premio nautico, vinto dal transatlantico italiano Rex.
La vera crescita del brand avviene però negli anni Cinquanta, mentre è del 1968 il lancio della famosa campagna pubblicitaria a tema marinaresco che contraddistinguerà il brand fino ai giorni nostri. Nel 2005 infine è stata fatta un’importante operazione di restyling ed internazionalizzazione del brand . Parte della campagna, l’apertura di ‘Emporio Peroni‘ , una boutique di birra minimalista in Sloane Street, Londra: solo un frigorifero a rappresentare lo stile italiano in uno spazio così esclusivo ed essenziale da attirare i visitatori e da vincere nel 2008 l’ International Awards for Innovation in Media.
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You can enjoy my monthly articles around Italian design topics on Peroni Italy design section.
Trovate i miei contributi mensili sul tema Design Italiano nel sito Peroni Italy
Jason Tozer Photography
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