Celebrating the martini in the most iconic way possible, through the eye of the king of martinis - Agostino Perrone.
EXPERIENTIAL
MARTINI ICONS
Brief
We were tasked with launching a collaboration between Belvedere Vodka and renowned bartender Agostino Perrone, centred
on his photographic celebration of the martini. The goal: to capture
the interest of both industry insiders and discerning consumers,
while staying true to Belvedere’s iconic brand cues.
Solution
We created an ongoing exhibition of Agostino’s work at the iconic Maison Assouline in London. The exhibition launched with an exclusive event attended by bar industry leaders, the art world, selected consumers, and press.
The show featured thirteen striking photographic works - each capturing the elegance, ritual, and timeless allure of the martini. Through Agostino’s lens,
the identity, craft, and style of this iconic drink were reimagined with
rare intimacy.
The launch event also served Agostino’s celebrated creations, including The Stir martini (made famous at The Connaught).
The exhibition gained attention well beyond the trade world, with widespread coverage in mainstream lifestyle and cultural press.
The exhibition
The week-long exhibition took place in Maison Assouline in Piccadilly in London and featured multiple works by Ago.
Launch event
The launch event took place on a sweltering evening in June 2025. A star-studded line up of guests attended the event, including many from the bartending royalty. Ago’s iconic The Stir Martini was the hero drink of
the evening.
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Agency: Hue & Cry
Executive creative director: Mike Beukes
Chief Creative Officer: Gary Moore
Design Director: Josy Sneddon
Collaboration concept: Agostino Perrone | Belvedere team
Designer: Josy Sneddon | Jessica Lee | Rachelle
Client service: Helen Barrett | Harry Newton | Amber van de Sande | James Gordon
Production manager: Tom Smith