London's Christmas shoppers are being offered a moment of Italian-inspired calm and a complimentary cocktail this week, as a unique pop-up inspired by historic Florentine architecture arrives in Mayfair.
A Slice of Florence in the Heart of London
Aperol is installing a "Festive Spritz Window" in St Christopher's Place, Mayfair, directly inspired by the famous Buchette del Vino of Florence. These were small windows built into the walls of grand palaces, historically used by noble families to serve wine directly to the public. The concept has seen a modern revival, with online searches for the windows reportedly doubling between 2024 and 2025.
The brand's London take on the tradition comes with a seasonal twist. Designed to offer respite from the festive frenzy, the bright orange window will be open for just three evenings: from 2 to 4 December, between 5pm and 9pm. Stressed passers-by are invited to ring a bell at the window to receive a free Aperol Spritz.
An Antidote to Festive Stress
The installation is a direct response to new research commissioned by Aperol, which highlights the pressure many feel in December. The study found that more than half of Brits (53%) feel overwhelmed in the run-up to Christmas.
The biggest causes of stress identified were:
- Present shopping (33%)
- Gift wrapping (25%)
- Food preparation (24%)
Furthermore, half of those surveyed said they actively crave moments of peace during the month, and over a third admit they don't properly relax until early January.
Loris Contro, Italian Icons Brand Ambassador at Campari Group UK, commented: "Traditional Florentine wine windows represent an authentic ritual of connection. We want Brits to pause the frenzy, step into a slice of Italian history, and enjoy a vibrant Aperol Spritz with their friends and family. Our research shows almost half of Brits want to embrace this Italian spirit during the festive period, so we’re bringing it to them."
How to Claim Your Complimentary Drink
The pop-up is a strictly limited offering. Visitors simply need to ring the bell at the installation in St Christopher's Place, Mayfair, W1U 1JN, to claim their free Aperol Spritz. The offer is while stocks last, with a maximum of 750 drinks available on a first-come, first-served basis.
The offer is only available to UK residents aged 18 and over, with proof of age required, and is limited to one complimentary drink per person. Full terms and conditions apply.
This novel pop-up provides a fleeting opportunity for Londoners to experience a charming European tradition and grab a moment of festive cheer amidst the seasonal chaos.
