Liguria Turns the Thames into a Catwalk
If you visited London in November 2023, you might have noticed a strange sight on the Thames: two giant inflatable mortars and pestles floating on a barge.
This unique and fun advertising campaign was created by the Liguria Region to promote both the iconic Ligurian pesto and the region as a tourist destination during the World Travel Market (WTM).
The mortar and pestle, symbols of Liguria's culinary heritage, were 8 and 7 meters tall, respectively, and covered in textures resembling marble and wood. The entire structure was anchored to an inclined iron base, mimicking the shape of a bowl.
Due to their size, the inflatables were visible from various points around the city, catching the attention of passersby and media alike.