Campari tasked Soho with breathing new life into the iconic Italian brand during South Beach Wine & Food Festival. For this brand, the challenge was to bring their Red Passion campaign to life with Italian flair, while educating consumers on the classic Negroni and its variations.
We looked to Campari’s artistic and cultured Milanese roots: the Camparino in Galleria, designed by Davide Campari, has been revered as an aperitif institution in Milan since 1915. In 2021 it was named one of the top 50 bars in the world. In just a 10’ x 10’ footprint, we created a Camparino-inspired bar and café serving classic Negronis and educating festival-goers on the legacy of the drink and all its variations.