Campari creates Shoreditch Red Night District to ReDiscover Red
Monday June 1, 2015 at 8:41pm
Italian aperitif brand Campari is celebrating its 150-year heritage with the Shoreditch Red Night District, a new campaign that encourages consumers to explore the brand's history through art and cocktails. From Saturday 16th May through to 10th June, two of East London’s most popular venues – the Hoxton Gallery and Dreambags JaguarShoes – have been transformed into Campari brand experiences showcasing the rich heritage of the brand. Together with other partnerships and street art, Campari is effectively painting the top of Shoreditch High Street RED for a month. Brand experience specialists The Field is lead agency on planning, creative and execution. The Hoxton Gallery is showcasing an exhibition that documents the brand’s most famous artworks since the early 1900s. The Field has collaborated with East End art collective Moniker and Dreambags JaguarShoes to bring Shoreditch authenticity to the work. It will showcase the work of artists including Hohenstein, Ugo Mochi and Leonetto Cappiello among others in a contemporary East London street setting. Signature Campari and tonic cocktails will be available for guests to sample as they explore the exhibition, followed by one of three Negroni serves which have been selected from Campari’s global compendium. Dreambags JaguarShoes has been reworked and features a new bespoke art deco interior takeover inspired by the art deco period of the brand. The venue will serve a menu of classic Campari cocktails, including the Americano and Negroni Sbagliato. The Field is a strategic brand experience agency whose clients include Microsoft, Xbox, ASUS, EA, Ubisoft and Campari.