PHD pours out pop-up media for Peroni

PHD Canada launches a national campaign with unique Bloor St. boutique media stylings.

Following similar executions in London, Sydney and San Francisco, PHD Canada is launching Emporio Peroni with an innovative ooh-la-la media campaign today in a storefront on Toronto’s ‘Fashion Mile.’ Targeting the trendy, well-heeled 25-34 crowd, the campaign is drenched in elite-style minimalism with a pop-up boutique that is ‘so exclusive you can’t shop there.’ The kicker? Peroni is an Italian beer brand.

With red rope blocking the storefront’s entrance, the 31.5′ window unveils a single bottle of Emporio Peroni on a pedestal, with silk banners behind a classic retro-style fridge. The display will be on view for the next four weeks.

PHD’s Peroni promotional efforts include TSAs and night projections in Toronto’s Queen West, King West and Yorkville areas. A Vancouver location will be unveiled as part of the campaign in November.

Peroni is the exclusive beer sponsor of L’Oreal Fashion Week. Titan Worldwide handled the storefront execution.