This spring, Peroni Nastro Azzurro will unveil Il Fresco di Peroni, a spectacular Italian Renaissance-inspired optical illusion artwork in the heart of Covent Garden, centred around Italy’s cherished aperitivo ritual.
Blending classical art with modern Italian style, the large-scale artwork is inspired by iconic Renaissance scenes, seen through a modern lens. But this isn’t just a painting to admire. Created by artist collective, Joy Collective, Il Fresco di Peroni transforms Renaissance grandeur into an immersive modern experience only Peroni could do – part artwork, part optical illusion, part bar. Visitors will be able to step inside the fresco, where they can receive a free pint of crisp Peroni Nastro Azzurro, straight from the artwork.
The installation will be open to the public on the Covent Garden Piazza for three days from Thursday 30th – Saturday 2ndMay, offering Londoners a unique way to experience Italian aperitivo culture in the city this bank holiday. The experience is completely free-of-charge, offering guests a truly iconic way to kick off their early evening celebrations.
‘Il Fresco di Peroni’ celebrates a new creative campaign which places Peroni Nastro Azzurro shoulder to shoulder with Italy’s legendary cultural symbols – the Trevi Fountain, The Birth of Venus, and Scuderia Ferrari. Inspired by the charming Italian habit of downplaying something that is clearly perfect, each masterpiece is described as “ONLY a fountain”, “ONLY a painting”, and “ONLY a car”.
The artwork comes following a growing cultural shift in the UK, where Brits are increasingly choosing early evening socialising over late-night plans. According to OpenTable, 6pm has become an increasingly popular time for dinner reservations, up 11 per cent in London and 6 per cent UK-wide, compared to the same period last year. In fact, Zonal, a hospitality tech service, says that the new average time to dine in the UK is as early as 6.12 pm.*
The shift shows that many are now opting for the earlier window rather than traditional later nights, favouring stylish, relaxed moments with friends that still leave time for balance the next day. In Italy, that moment has long belonged to aperitivo – a ritual of drinks, conversation and effortless style before dinner.
Il Fresco di Peroni is kicking off the Bank Holiday celebrations by bringing the timeless tradition to London in a bold and iconic way. After all, it’s only a fresco… until it pours you a perfectly chilled pint.
