Anyone interested in Italian ‘cultura’ including fashion, food & drink, art, photography, film and design should make the month-long, pop-up House of Peroni a must-see. Launched on Tuesday, 2nd July, the House hosts a wealth of Italian modernist culture.
The launch event saw critically acclaimed new wave artists such as Giacomo Lion, Carlo Bernadini, Martino Gamper and Ludovica Gioscia greet London’s fashion crowd at the stylish townhouse to showcase their eye catching work and feast on Michelin-starred chefs the Costardi Brothers innovative menu. Colin McDowell, Brix Start Smith and Fashion Fringe Winners Haizen Wang and Fyodor Golan attended whilst Antonio Carluccio came to support the young Italian chefs.
The premier Italian beer brand, Peroni Nastro Azzurro, created the ambitious House of Peroni to celebrate the new wave of visionaries defining contemporary Italy. Created to celebrate Peroni’s innovative spirit of creativity, the House of Peroni focuses on the Italian creative movement – the people, their work and the ideas – that are informing the creative landscape of tomorrow and will be accessible all year round online at www.thehouseofperoni.com and at two London residencies in July and November.
To lead the project, Peroni Nastro Azzurro appointed a Creative Council from across the creative arts which includes fashion designer Carlo Brandelli, Michelin star chefs Manuel & Christian Costardi, drinks innovator and mixologist Gerry Calebrese, product designer and member of the Alessi family, Giovanni Alessi Anghini, architect Andrea Morgante, who is credited with co-designing the Ferrari museum and the critically acclaimed design duo Forma Fantasma.
The House of Peroni takes up residence in London in July and November to provide guests the opportunity to see, touch, taste and immerse themselves in the work of the Italian creative talent. Guests will be able to view the work submitted by both the Council and collaborators, enjoy a modern Italian drinking and dining experience and engage in a programme of creative workshops, discussions and events; tickets for which can be booked in advance online at www.thehouseofperoni.com.
Fashion groupies will be catered for with a roster of talks and workshops with stars of London’s fashion scene. Developed in conjunction with Fashion Fringe, Tent London, London Film Academy and Central St Martin’s, guests will be able to book a place to a wide variety of immersive creative experiences. Fashion names to look out for include design team Fyodor Golan, Haizhen Wang who stole the show at London Fashion Week earlier in the year, to evenings with the legendary fashion writer/journalist, Colin McDowell plus special guests including designer, Roksanda Ilincic.
House of Peroni events will include participatory design workshops, exclusive drinking and dining experiences and tours around the capital exploring the influence of Italian style on the capital’s fashion and architectural scene.