The Campari Red Passion District was the first district to have Palermo SOHO – one of the most modern neighborhoods in Buenos Aires- dressed in passion red, bringing together the best of art, decoration and design -all inspired by the brand values.

At night, the red lights and velvet dressing balconies provided the area with a suggestive atmosphere, where people could discover the shops that were selected to creatively interpret all the passion and glam of the brand.

Exotic art shows, exquisite tastings and national artists performances completed and turned the Campari Red Passion District into something to be remembered.

Campari Red Passion District increased sales by 30%.Its successful outcome led the brand to plan a second and a third version for 2006.Its unique and innovating concept turned this action into the most covered by the press in 2005, which helped recoup almost 100% of the investment.

The goal of coming up with an original and different action was accomplished, creating the first brand district in Argentina.