Italian lager, Birrificio Angelo Poretti, kicked off its newest advertising campaign “Welcome to the Lake”, with an event at Frameless Immersive Art Experience last Thursday.
The fully immersive evening took place deep within the lair of the Frameless experience based near Marble Arch. On arrival, we were greeted with a stunning Birrificio Angelo Poretti bar, offering pints, as well as an array of light and bubbly soft drink options. They were all delicious and were a great way to start the evening.
There were two rooms to explore as we sipped on our beers. The first had a giant chess board with pawns which moved by themselves (very Happy Potter-esque). The other was kitted out with cute bistro-style garden furniture and flowers in hues of blue and lilac. All of this was set against a black and white backdrop. This is where we got to experience just how special the Frameless experiences are. Imagery and videos of beautiful lakes and stunning Italian cityscapes were projected onto the walls of each room, helping us to dive headfirst into Poretti’s world. Not sure how much time passed, but it felt like time had stood still as I perched on a bench, sipping a beer, and taking in the landscapes projected across the room.
After some time flowing between the rooms and the Poretti bar, we were ushered into the larger of the two rooms. As we waited for a surprise performance to begin, I got a jump-scare from what I thought was a stone statue that turned out to be a human statue, sipping on a beer! The moving human statues were a great addition, making a number of people jump by suddenly moving or interacting with the crowd.
Halfway through the night, the music changed its beat and an individual in the crowd broke out into a dance routine in the middle of the room. He was then joined by one, two, then up to eight dancers, uninhibitedly boogying away. The performance ended by pulling members of the crowd into the centre of the room, encouraging them to get moving too.
If this wasn’t enough, the performance was then followed by a surprise DJ set from Femi Koleoso of Ezra Collective. This was certainly the cue for everyone to get up and start dancing.
What struck me most, was the focus on simplicity throughout the evening – from the beer and drinks served to the live performances from the flash mob and human statues. Making something simple yet effective is no mean feat, so hats off to Poretti. I’m excited to see what the next few months has in store for them. I’ll certainly be sipping a Birrificio Angelo Poretti in a beer garden this summer.
“Welcome to the Lake”, is the beer’s newest advertising campaign. Set in the idyllic lakes of Northern Italy, its aim is to inspire people to discover the joy and satisfaction that comes from being original and extraordinary. Poretti will be hosting a series of immersive events and experiences, so keep your eyes peeled.
Find out more about Poretti here
And Frameless here
