A world-first live art installation that transformed Negroni stories into living digital art. It was a celebration of the cocktail, the culture, and the passion of the bartenders who bring it to life.
A live event series to celebrate Negroni Week
VIP GUESTS
TICKETS SOLD FOR TWO DAY EVENT
BARS PARTICIPATING
Challenge
Negronis are iconic, but not for everyone. The bitterness can be a barrier, so Negroni Week can end up preaching to the converted. Our challenge was to bring more people in with more accessible twists, while keeping one truth unmistakable: there is no Negroni without Campari.
INSIGHT
The best way to get people to try new Negroni twists is not to lead with the taste profile, it is to give each serve a story they want to taste.
IDEA >
TELL ME OVER A NEGRONI
Eight expert mixologists created remixes of the Negroni, each inspired by a real life story shared across the bar. Guests could hear the stories, try the matching twist, and see their emotional response translated into live generated digital art.
CULTURAL
ADVANTAGE
We created a hero moment at Frameless, the immersive art venue at Marble Arch, with digital art collective Ouchhh and Connaught Bar mixologist Giorgio Bargiani, making Negroni twists feel like culture, not just cocktails. Then we let that energy travel, with over 1,800 UK venues taking part in Negroni Week serving their own twists on the Negroni.
