Italian Liqueur Aperol is looking to give consumers an in-depth view of Venice that is rarely seen beyond the tourist trail.
“Life View”, a new platform on the Aperol website share the unseen joy of life and its moments of spontaneous conviviality that is at the beating heart of one of the world’s oldest cities.
Powered by Google technology – hosted on Google Maps Street View, ‘Life View’ invites viewers to travel on previously uncaptured waterways in just a few clicks. Using brand new 3600 footage, viewers are invited to explore Venice for themselves through an interactive map.
Bringing a sense of immersion,’Life View’ will capture the spontaneous interactions that occur between the locals who work and live on the canals, and how their embracing attitude to life brings joy to the daily connections they create.
The Locals
Supporting local organizations from the city that are responsible for embedding the Aperol Spritz into its Aperitivo culture, the content sees specialized glass blowing artists from Wave Murano Glass and generationally maintained Gondolier Association and sporting association, Venice on Board interacting with other authentic
Venetians.
The footage of Google Maps ‘Life View’ opens with Terrazza Aperol’s Head Chef Samuele Silvestri and Sous Chef Andrea Dei Rossi as he journeys along a stunning, yet lesser-known, waterway to pick up fresh produce from local supplier Donna Gnora. The embracing interaction between the locals is captured at eye-level, bringing a new perspective of viewer participation into the story.
While many people are familiar with traditional gondolas, the ‘Life View’ footage goes on to reveal exactly how generations of Venetians continue to keep the unique tradition and craft of gondolas alive in a modern world.
From Venice’s Gondolier Association, Benedetta and Aldo Reato, together with the current president of the Association, Andrea Balbi share a day in the life of navigating some of the known and lesser-known canals of Venice. Alongside this, they visited local artisan, Lorenzo della Toffola of the Squero San Trovaso, to give viewers an insight into the specific methods used to restore and repair gondolas.
Local artist and Wave Murano Glass founder, Roberto Beltrami, together with his team, is featured with a nod to the rich history of artists in Venice, as he unveils a piece of art using recycled Aperol bottles. The art piece was meticulously crafted using 40 recycled Aperol bottles, donated by Terrazza Aperol.
The History
“Venice, the city where the aperitivo culture flourished, is at the core of Aperol’s long heritage and today’s contemporary spirit,” explained Campari Group Chief Marketing Officer, Julka Villa. “It has informed our values and shaped our distinctive style.
Aperol has deep roots in Venice. Created in 1919 by founders Luigi and Silvio Barbieri at the International Trade Fair of nearby Padova, the liqueur quickly caught the attention of the canal city.
The aperitif rose to the global fame that it now holds, through local Venician bars served the convivial drink as the perfect Aperitivo moment, alongside bite size snacks,
“To uncover, share and celebrate Venice in its entirety is a very proud moment, and is our way of giving back to the city and Venetians,” Villa continued. “It is so much more than the classic Instagram photos we are used to seeing, and through this initiative we hope to share the depth of the joy that is there to explore above the surface of the famous waterways.”
The View
Shot on an Insta360 Pro 2 cameras in 8K 3D VR, the Street View-ready content captures every detail in every direction.
Viewers will also be able to explore an interactive map that features the 360° content with geo tags, bringing the hidden waterways, undiscovered gems and local stories right into the palms and homes of viewers.
Aperol’s ‘Life View’, powered by Google technology, is available to explore at aperol.com
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