The House of Peroni experience, which debuted in London in 2012, is being rolled out across Europe.
It launched in Paris yesterday (23 May) and is designed to play on the senses, with the smell of lemon and sage throughout the venue. There will be gelato created by Michelin-star chef Killian Crowley and Peroni Nastro Azzurro-infused salami.
The brand has partnered 10 artists, who have made artwork and installations inspired by Peroni.
An "expressions studio" will feature a scent named Puglian Fig Tree and guests will be able to watch a two-minute film about the artists involved in the activation.
Outside the main chamber, there will be a phone that contains pre-recorded messages from each of the 10 artists talking about their experiences.
The activation will also run in Barcelona and Stockholm. There are plans for further roll-outs in Zurich, Santiago and Johannesburg.
&Ugo is overseeing the activities.