Campari - NEGRONI100 Argentina

To commemorate the 100th anniversary of the Negroni, we were invited to conceive and produce a conceptual experience in one of Buenos Aires' most iconic venues: the Teatro Colón. The challenge? To tell the story of the cocktail as if it were a theatrical play. Our proposal: an immersive, multidisciplinary performance specially designed for this unique space.

The show unfolded in acts, blending live narration, dance, and acting. From a corner of the stage, renowned actor and director Roberto Antier narrated the story, while musicians, dancers, and actors brought to life the most iconic moments in the creation of the Negroni—from its origins in a bar in Florence to its rise as a global cocktail icon. The entire production was crafted by our team, from scriptwriting and set design to artistic direction and wardrobe, all with a refined and evocative aesthetic.

After the performance, guests were welcomed in the upper halls of the Colón with an exclusive cocktail reception—featuring, of course, the Negroni in all its variations.