Retail choice: Peroni store

This is cool, guerrilla retail-marketing; at last, there is a store that is so posh, you can't actually go inside and, even if you could, there would be nothing for sale.

Peroni Nastro Azzurro, SABMiller's Italian lager, thought up this great retail stunt of launching a 'minimalist boutique' in London's Sloane Street, which will actually 'exhibit' the beer as an art installation.

The store, which rubs shoulders with outlets such as Tommy Hilfiger and Joseph, launched this month as part of a promotional drive for the beer, which recently received a design makeover, including a modified bottle shape.

The shop's fascia offers a comic twist on the look of Emporio Armani outlets. The store itself is artfully contrived to fit right in with its illustrious high-fashion neighbours, and its location on the capital city's trendy fashion alley couldn't be better.

The store's launch also ties in with Peroni's latest cinema ads, which are also running in UK bars and clubs.

This one looks set to run and run in the media, and my guess is that Peroni will not be the last brand to pull such a stunt. It has everything: it is funny, effective marketing, and it fits beautifully into an integrated campaign involving PR, advertising and design.

- Design The Bank.

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