The project for Barian used hype marketing techniques to create anticipation around an innovative venue in Naples, boosting its visibility even before the opening. The goal was to turn Barian into a phenomenon, leveraging exclusivity, mass imitation, and the mere exposure effect. Barian’s dynamic logo, inspired by Mount Vesuvius, and the payoff "Pleasure first, then duty" reflect its philosophy of guilt-free pleasure. The advertising campaign featured glowing posters and collectible artistic glasses inspired by Neapolitan culture. Glow-in-the-dark sheets with QR codes were also distributed to generate viral buzz and social media sharing. Barian stands out for its blend of modernity and tradition, with a strong identity that celebrates creativity and freedom.