S.Pellegrino Celebrates Opening of its Cafe Society in Second Life

If you've ever wanted to be part of the high-brow Italian art and club scene, come join in on Sanpellegrino's launch pool party in Second Life Tuesday, June 26 at 1:00 p.m. SLT (9:00 p.m. GMT).  Residents "who really know how to 'live in Italian'" are invited.  I visited the island last evening, Virtual Italian Parks, and I must say there is definitely a vibe going on - Italian, high-class, and oh so chic. 

During the event Sanpellegrino will also launch the Second Life Map of Stars, a free in-world navigation device to the top bars in Second Life.

Sanpellegrino is opening the Cafe Society with a vernissage to promote their two new sparkling adult beverages, as well as their sponsorship of the RL annual Cafe Society photographic competition. The recent RL event captured 35 of Melbourne, Australia's most exclusive cafes, photographed by students of the Royal Melbourne Institute of Technology.  The top 12 images appear in the Cafe Society's annual calendar - and they will be featured in SL during Tuesday's vernissage event.

I chatted with avatar, and the project's manager, Betta Munro of Accenture, Italy who brought Sanpellegrino into Second Life.  Betta told me that Second Life is part of Accenture's marketing services offerings. Accenture corporate officially moved into SL last month with a tradeshow on the island, and appropriately sits next to one of my favorite SL places, Parioli.

But back to Sanpellegrino... . The Cafe Society event is the first in a series for S.Pellegrino that aims to promote new talents in design.   In my opinion, the brand - and the purpose of their SL initiative - is impeccably represented in their sim.  Even without partying avatars, and with almost no signage, it captures the brand experience.

The Sanpellegrino presence accomplishes what Playboy's should and does not - "an exclusive club, a chosen few" experience. This is a brand that knows who it is.

What is particularly interesting, is that while this space clearly invites in SL residents, it is a space intended to be used by Sanpellegrino for Sanpellegrino purposes and unapologetically doesn't try to be an SL resident destination.  A strategy; well-executed.

The Cafe Society exhibition will be open throughout the summer.  Visitors will get swag too - SL Murano glasses and some "sparkling" gadgets.

Learn more about S.Pellegrino's Cafe Society and their Design Arts & Lifestyle programs here. 

Visit Sanpellegrino SL, (and work the bar) here:  Virtual Italian Parks 17, 198, 43

June 23, 2007

Comments

[Armand rousso]

The Beijing Games might open a univers very soon in Second Life ! Armand Rousso

[Alex Li]

Armand Rousso, are you sure, the 2008 games of China are on Second Life ?