To launch its new Basil and Mozzarella di Bufala Campana DOP Pesto, Barilla created a unique experiential project in the heart of Milan: the Basil Bar, an urban activation blending flavor, design, and creativity, hosted from June 5 to 15 at Casa degli Artisti and along Corso Garibaldi.
Adverteam developed the creative concept and led the entire project—from strategic definition to operational execution. From the customization of the bistro and newsstand—transformed into immersive touchpoints—to the production of an exclusive capsule collection of objects and merchandise, in collaboration with renowned Italian design names such as Bitossi Home, Chiara Perano, Aitch, Misalù, and Lassopra. The initiative also featured an urban art project in collaboration with Casa degli Artisti, culminating in the creation of a mural by the duo Solo&Diamond, which became the visual signature of the Basil Bar.
The brand experience came to life through a daily schedule of events: show cooking, masterclasses, art workshops, and special moments like the press preview—designed to engage different communities and give the new product an authentic and memorable voice.
