Success Story: Aperol Piazza at the Vienna Film Festival 2024
Since 2022, Campari Austria has entrusted us with elevating their presence at the Film Festival at Vienna's Rathausplatz with the Aperol Piazza (see revolvers Aperol Piazza 2022 and revolvers Aperol Piazza 2023). Held annually at Rathausplatz in Vienna’s historic city center, the festival stands as one of Europe’s most prominent cultural and culinary events, attracting hundreds of thousands of visitors. In 2024, Aperol once again secured a prime location, this time with the theme "Summer Sounds", setting the stage for a refreshing and interactive brand experience.
A Holistic Approach: From Design to Execution
To bring the Summer Sounds theme to life, we developed a completely new set of brand tools—each one custom-designed and produced by us to seamlessly align with Aperol's visual identity. At the heart of the terrace was the “Sound Spende”, an engaging activation tool that invited visitors to contribute to an Aperol summer hit. Inside a sleek custom-built sound booth, constructed from powder-coated metal and plexiglass, guests could sing along to a pre-produced track, adding their voices to a collective melody. The booth seamlessly combined bold branding, a standout design, and intuitive functionality to create an immersive experience. Alongside the booth’s physical design and production, we developed and implemented the custom software that powered this dynamic activation.
Design Meets Interaction: Key Highlight Elements
The visual appeal of the Aperol Piazza terrace was further elevated with standout interactive design features:
- Good Vibes Only: Oversized, illuminated letters crafted from metal formed a striking 3D branding element that quickly became the photogenic center-piece of the terrace, spreading energy and good vibes among guests.
- Aperol Wave: We reimagined the popular Aperol Wave photo opportunity by adding an inviting mini stage with a microphone. Updated lettering perfectly reflected the "Summer Sounds"theme, creating an irresistible photo moment.
- Live Events: We integrated a dedicated stage and DJ booth into the terrace, hosting weekly music events with performances by DJs and bands—including a standout set from artist Kamrad.
Form Meets Function: An Experience That Connects
The Aperol Piazza terrace retained its proven modular concept, ensuring flexibility and visual appeal:
- Custom Furniture: Benches and high tables, crafted from metall with solid Kambala and teak wood, delivered a balance of comfort and style while maintaining durability for an outdoor setting.
- Green Integration: Lush greenery was seamlessly integrated throughout the space bringing a vibrant, natural atmosphere that invited guests to linger and enjoy.
In 2024, the Aperol Piazza provided seating for 150 to 200 guests, staffed by a dedicated team of 25 bartenders to ensure a premium guest experience. During live concerts and events, the flexible layout of the terrace allowed us to adapt the space for performances without compromising brand visibility. Signature elements like the Aperol benches remained a constant feature, reinforcing brand presence and delivering a consistent visual impact.
With the Aperol Piazza 2024, we created a space where design, functionality, and interaction came together to form a truly immersive brand experience. A vibrant meeting point, it captured the energy and sounds of summer in Vienna in a unique and memorable way.