Here's what went down at the nss edicola and Pepsi event in Naples 'For The Love of Italian Music' turned Piazza San Pasquale into an open-air club

When it comes to letting loose in the streets surrounded by strangers who, by the end of the night, end up becoming part of the crew, Neapolitans are always ready. So, on June 26, the nss newsstand in Piazza San Pasquale was surrounded by people for the event For The Love of Italian Music, organized to launch the new nss edicola X Pepsi collection. The city of Naples doesn’t stop even in summer: music does nothing but ignite the spirit of its people, and Pepsi was ready to recharge their energy just when it was about to run out. With DJ sets by Camoufly and Yayo in the background, the lampposts were covered in stickers, attendees' shirts were decorated with themed pins, and the sky filled with blue bandanas waving as a sea of carefree, high-energy youths breathed in the "l’aria e’ mare".

Naples is a meeting point of different spirits that, in contexts like this, become kindred souls. The common thread was music, which is why divas, 'guappi', and alt kids—who usually gather in the city’s historic center—were asked about their music tastes, particularly about the tracks that today bring (almost) more energy than reggaeton: Neapolitan ones. In these cases, answers can range from the timeless Gigi D’Alessio to the mysterious identity of Liberato, and of course the beloved Pino Daniele. Geolier is always in the spotlight, but how could one not go a little back in time, digging up the immortal Modugno, Murolo, and Carosone. And so Pepsi once again turns music into a special tool for forging new bonds, an infallible weapon for fun and cultural and collective valorisation. In Naples, thanks to the iconic drink and its unmistakable style, the nss edicola spaces were not only an area in which to have fun, but also a sound world to be discovered in which sociality and authenticity were the protagonists.

Pepsi, nss edicola, fashion, music and celebration: despite the summer heat, Parthenope let loose even on a Thursday.