The House of Peroni Goes All Out on Film & Fashion for November

by Katie on October 30, 2013

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The ‘pop-up’ font of all things stylish and Italian, The House of Peroni, returns to London this November. This time inspired by all things Italian film and fashion alongside incredible food of drink, naturalmente.

To celebrate this 2nd instalment of the Italian showcase, The House of Peroni have been working with highly acclaimed fashion photographer Miles Aldridge who has taken inspiration from Italian director Federico Fellini’s era defining film “8 ½” to celebrate the opening of The House.

Miles Aldridge Behind the Scenes Shot

Recaptured in colour just over 50 years later, Italian Vogue photographer Aldridge was inspired by a scene from the 1963 Academy Award winning film, originally featuring actress Sandra Milo, who he has replaced by Italian model Lorena Manelli. Lorena wears the latest collection by Italian fashion designer Antonio Marras with accessories by Simone Rainer (as seen in the main shot as well as the behind the scenes images).

Says Aldridge, “I have long been inspired by Italian film, especially the movies of Fellinii. I jumped at the chance to convert my fascination with Italian fashion into this image.”

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The House of Peroni opens at midday on Wednesday 6th November. Designed by award-winning architect and co-designer of the Enzo Ferrari museum Andrea Morgante, The House features two beautifully designed bars, a luxurious cinema which will be screening Fellini’s 8 ½ as well as a series of contemporary Italian films. A number of other fashion installations throughout The House will allow guests to discover new wave Italian designers such as Arthur Arbesser and Fabio Quaranta, and the mesmerising video installation by artist Quayola whose work has previously shown at the V&A and takes viewers on an immersive journey into the bedrock of Italian art and culture.

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Michelin starred chefs the Costardi brothers have created a menu inspired by their love of Italian fashion and film which is complemented by an experimental menu of Peroni Nastro Azzurro infused drinks created by master mixologist Gerry Calabrese both of which will be available throughout The House all day.

Choose from a range of both ticketed and non-ticketed events every evening in The House – create a bespoke scent guided by a professional perfumier – master the art of mixology with Gerry Calabrese – or taste the evolution of traditional and contemporary Italian cuisine with Street Feast and Italian Supper Club. Visit www.thehouseofperoni.com to find out more.

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