Soho partnered with Aperol to execute captivating brand experiences during South Beach Food & Wine Festival. Aperol required two footprints, at the Grand Tasting and its more focused Taste of Italy activation. Both spaces needed to convey the craft behind the perfect Aperol Spritz while remaining high on throughput and high on joy.
Aperol brought pure joy to the Taste of Italy, offering up the perfectly crafted Aperol Spritz alongside custom charcuterie cones served from signature Aperol cicchetti carts. At the Grand Tasting, we focused on the brand’s bright orange visual equity to create Piazza Aperol on the beach, a lush and joy-filled gathering space for consumers to share a Spritz and learn how to recreate one at home.