After the Scuderia Ferrari HP drivers’ surprise greeting from the balcony of Palazzo Reale in 2025, the challenge is to turn Drive to Monza into the event that kicks off Italian Grand Prix week in Milan, speaking to both fans and F1’s lifestyle audience. In a landscape where brands keep multiplying, simply showing up is no longer enough: being relevant has become essential.
Formula 1 has two souls, fandom and style, and at the track they never meet: the paddock is closed off, and the grandstands are a world apart. Peroni Nastro Azzurro 0.0% brought them to the same address, at the symbolic heart of Milan.
Outside, the tribe. On September 2, Piazza Duomo became the first grandstand of the Italian Grand Prix: a full-scale show with a stage, LED walls and interviews, live on Sky Sport F1. Charles Leclerc and Lewis Hamilton arrived among 26,000 Tifosi and waved from the balcony of Palazzo Reale. Then came the secret guest: Peggy Gou on the decks with Leclerc and Hamilton.
Inside, the style. The House of Peroni Nastro Azzurro 0.0% turned the inner cloister of Palazzo Reale into a runway: the Ferrari Museum's F1-2000, a PUMA performance, Ray-Ban and signature drinks.
In 2025 a greeting, in 2026 the city becomes the grandstand of an announced show, memorable yet at the same time unexpected, and a runway for its VIP guests.
.svg)
