Winter can be a tough season for rooftops. But instead of retreating, we leaned in — and turned Johnny’s into a neon-lit love letter to 1980s Milan.

SuperMilano was born as a way to reimagine winter at Johnny’s Green Room — not just a seasonal menu, but a fully immersive campaign that brought energy, identity, and a bit of swagger to the rooftop during Melbourne’s colder months. We took cues from Italo disco, retro ski wear, vintage club posters and aperitivo culture — and built a campaign that touched every layer of the guest experience.

It started with the name. SuperMilano felt cheeky, glamorous, and just weird enough to be cool. From there we built a full visual world: warped grids, fluro pinks, VHS fuzz, and slick custom fonts, applied across everything from cocktail menus to flags flapping above the bar. We printed A1 posters, ran vinyls across the glass doors, and created staff uniforms and scarves to match the palette. The venue felt alive with a new personality — loud, confident, unapologetically fun.

At the heart of the campaign was a bold new cocktail list. Each drink was a nod to the era — “Disco Negroni”, “Via Milano”, “Mixtape Spritz” — designed to be playful and photogenic without losing credibility behind the bar. We shot the range in a full campaign shoot, complete with behind-the-scenes content, moody close-ups, and motion graphics for socials. The drinks performed brilliantly online and in venue — helping drive foot traffic and spend even in the depths of July.

To celebrate the campaign, we threw a SuperMilano Winter Party — a full-blown rooftop takeover with DJs, sax players, dancers, ice sculptures and a whole lot of Campari. We worked with local artists to design custom props, styled the space with soft pink lighting and layered textures, and invited media, influencers, and regulars for a one-night-only moment that captured everything Johnny’s is about. It was the biggest party we’ve thrown in winter, and a new benchmark for what seasonal campaigns can look like in hospitality.

This one was a joy to work on — from concept to cocktails, posters to party. A huge team effort, and a reminder that even in the off-season, with the right story, you can bring the heat.