Peroni Nastro Azzurro Turns Pouring a Beer into a Work of Art at Covent Garden Pop-Up

Peroni Nastro Azzurro launched Il Fresco di Peroni in Covent Garden over the May bank holiday weekend (30 April – 2 May 2026), a spectacular Italian Renaissance-inspired optical illusion artwork that served the perfect half pint of premium lager to visitors in the heart of London.

Blending classical art with modern Italian style, the 3D artwork depicted ‘The Creation of Aperitivo’, paying homage to Italy’s cherished early-evening ritual. Created by multimedia artists JOY! Collective, Il Fresco di Peroni transformed Renaissance art into an immersive experience – part artwork, part optical illusion, part bar. Taking over 520 hours to paint, it was created by a team of 13 artists over 65 days.

Visitors were invited to step into the hand-painted scene, sit at the table for a live aperitivo moment, and enjoy a complimentary crisp, refreshing half pint of Peroni Nastro Azzurro poured directly from the creative. The artwork was officially unveiled by British style icons David Gandy and Leomie Anderson.

The activation celebrates the early evening social occasion which is increasingly trending within UK restaurants and bars. According to research by OpenTable, 6pm has become an increasingly popular time for dinner reservations, up 11% in London and 6% UK-wide compared to the same period last year, with the new average time to dine in the UK as early as 6.12pm.

British Model, Activist and TV Host Leomie Anderson commented: "No other beer does style in quite the same way as Peroni Nastro Azzurro. Who else could invite you to step into a beautiful Italian piece of art and be served a crisp, refreshing beer? The first taste is something special and for anyone in Covent Garden – Il Fresco di Peroni is a must visit."

Icon of Style and Creative Director David Gandy commented: "The ritual of Aperitivo is a beautiful occasion to stop and savour the moment with a great drink, quality food and company. As a globally recognised symbol of effortless Italian style, it has been wonderful to partner with Peroni Nastro Azzurro on such a dynamic experience. They’ve turned pouring a beer into a work of art and I’m thrilled to have been one of the first to experience it."

Il Fresco di Peroni forms part of the ONLY Peroni global brand platform, launched in March 2026, which places the Italian brand shoulder to shoulder with legendary cultural symbols — the Trevi Fountain, The Birth of Venus, and Scuderia Ferrari. Peroni Nastro Azzurro will continue to showcase ONLY Peroni across summer 2026 through its flagship brand partnerships at Royal Ascot (17–20 June) and BST Hyde Park Festival (26 June–12 July).

About Peroni Nastro Azzurro

Born in Rome, 1963, Birra Peroni brewed what was to become their greatest and most famous export: Peroni Nastro Azzurro. The No.1 premium Italian beer brand globally, Peroni Nastro Azzurro exemplifies the traditions of Italian artisanry, passion, and flair, and is gently brewed for an effervescent, refreshing, and crisp taste that is full of life.

About JOY! Collective

JOY! Collective is an award-winning, multidisciplinary creative studio based in London, specialising in bespoke artworks, murals, and large-scale installations. Comprised of artists, designers, and makers, the collective is united by a shared purpose: to cultivate creativity and bring JOY! to public spaces.

Notes to Editors

* Peroni Nastro Azzurro is the UK’s most-loved premium lager brand (Savanta Brandvue Most Loved Drinks Report 2025).

** OpenTable dining trends data sourced from www.opentable.co.uk/c/top-restaurants/dining-trends/

For more information:

Shoma Amin, Head of Brand PR, Asahi UK

Email: shoma.amin@asahibeer.co.uk | Mobile: 07788 345 806

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