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Aperidisco
Amplify + Aperol: Four Years of Aperidisco.
Four summers. One platform. And a brand experience evolving with its audience.
Challenge
Few brands have the distinctive presence, positive energy and contagious sociability of Aperol. Its 'Join the Joy' campaign promises perfect aperitivos, a slice of Italian heritage and spontaneous fun. Wherever Aperol shows up, it delivers.
The challenge was never a one-off moment. It was building a UK platform with enough elasticity to grow year on year: driving perfect serves and brand advocacy, deepening Aperol's credibility in music, and reaching new audiences in new places.
All without becoming predictable because every summer should feel more joyous than the last.
The Evolution of Aperidisco
Aperidisco started as a contemporary take on the Italo Discoteca. Four years on, it's a fully-fledged cultural platform that travels.
The evolution has run along three lines.
Place: from a single London social space to a national footprint spanning cities, docks, rooftops and the biggest festivals in the UK.
Culture: from disco, into listening-bar sociability and music discovery, into food and chef collaborations, and now into design-led architecture.
Format: from a branded bar to a destination people seek out on its own terms, and modular by design, so it can shift tempo, genre and location without losing what makes it Aperidisco.
The constant is the spritz in hand and the joy around it. Everything else has been free to move and evolve.
2023
Building the platform
A contemporary take on the original 'place to be'. A vibrant, outdoor social destination where guests could drink, dance and discover a modern twist on Italian culture, built as a 360 platform so the campaign lived far beyond the physical space.
28 live outdoor dates from London to the Lake District — launching at Battersea Power Station, then British Summer Time and Kendal Calling, plus a four-month takeover of the John Lewis Oxford Street rooftop. Italo-Disco Yoga, beauty looks, Aperol Spritz masterclasses and a line-up of DJs brokered through a talent strategy built specifically around brand fit.
28
live dates
94k
serves
99%
positive sentiment
97%
prompted awareness
6.3m
organic reach
5.53k
organic engagement
2024
The sequel.
With 99% positive sentiment behind us, the task was scale. We re-scaled Aperidisco and turned it from a disco-centric venue into a joyful music destination, inspired by the sociability of listening bars.
Battersea Power Station and Liverpool Docks kicked off the summer, before Latitude and Forwards cemented Aperol's place in the festival scene. Collaborations with Voices Radio, Reece Davey and Huns n Roses expanded the sound, alongside disco beauty stations, custom merch, Disco Yoga, spritz masterclasses, tacos and a big joy brunch.
2025
Adding a dining table.
Music was working. So we gave people a reason to stay longer.
Aperidisco also moved east to Hackney Bridge and brought food into the heart of the offer. The first Aperidisco Supper Club series with chef Robin Gill, and a weekend Aperidisco BBQ.
Weekends became about great food and good company; the rest of the programme leaned harder into discovery, with performances and programs organised by our Co.Labs team, starring Salute, Huns n Roses, Rotation Policy, Loose Legs, Guava Jamz and the Beatriarchy, plus DJ mixing masterclasses.
2026
The festival roadshow.
A brand space that genuinely adds to festival culture means moving past the expected.
Aperidisco returned to the festival circuit at BST Hyde Park, Roundhay, All Points East and Forwards. Instead of a traditional bar, we built a destination.
An industrial festival architecture met modernist Italian design, with 56 glittering disco balls catching the summer sun, a rooftop terrace, main stage views, and a dancefloor built for golden hour.
Our fourth iteration, and the first where the build itself did the talking.