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Birra Peroni

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Birra Peroni is one of the historical symbols of Italian excellence production: Piedmontese by birth but deeply rooted in the whole national territory since the end of the nineteenth century, today the brand is known throughout the world, thanks to a consolidated presence on foreign markets. The history of the company is retraced in these pages from an unusual point of view, entrusted almost exclusively to images: those of Peroni’s Historical Archive (dedicated to factories, advertising communication and the consumer community) which are accompanied by the shots of five young photographers from the European Institute of Design, who offered their personal reading of the brand. The result is a composite and varied visual story of how Birra Peroni was and is seen and perceived from the outside and from others, yesterday as today. While wondering through this book, drinking a cold bottle of Peroni would be nice.

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