Dezeen promotion: Italian beer brand Peroni Nastro Azzurro has announced plans to open a showcase of work by Italian designers, artists and chefs named The House of Peroni.
The project is led by a creative council that includes designers Carlo Brandelli, Giovanni Alessi Anghini and Formafantasma, chefs Manuel and Christian Costardi, plus architect Andrea Morgante.
Young Italian creatives including thread artist Giacomo Lion and installation artist Ludovica Gioscia will have work featured in the space, alongside contributions from council members.
The House of Peroni at 41 Portland Place, London, will open its doors from 3 July until the end of the month. Each day events and workshops at the house will focus on a specific topic - encompassing creative disciplines such as fashion, mixology and music.
The Costardi brothers will provide an Italian dining experience accompanied by an exclusive drinks menu created by Gerry Calabrese.
Designer Martijn Rigters is to host a workshop from 19 to 21 July, during which he will help attendees create a foam chair following the contours of their body - click here for registration details.
To see the full schedule of events and register to attend, visit The House of Peroni website.
Images show work by members of the creative council and exhibitors at The House of Peroni.
Read on for the full press release:
Peroni Nastro Azzurro creates The House of Peroni to celebrate the new wave of visionaries defining contemporary Italian culture
The premium Italian brand, Peroni Nastro Azzurro, today announced plans to open The House of Peroni, an ambitious project that will showcase the new wave of creative talent defining contemporary Italian culture.
Fifty years ago, Carlo Peroni was inspired to create the first Italian premium lager, Peroni Nastro Azzurro. In this spirit, The House of Peroni wants to inspire others by bringing together visionaries from Italian design, art, fashion, photography, film, music and food and drink to create new expressions of Italian style including design concepts, interactive workshops and dining experiences.
The House of Peroni has been created to celebrate this spirit of creativity and focuses on the Italian creative movement of today - 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.
The Creative Council
To lead the project, Peroni Nastro Azzurro has appointed a Creative Council from across the creative arts. They will contribute to The House of Peroni with new work or as part of the programme of experiences and workshops. The Council 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 designing the Ferrari museum and the critically acclaimed design duo Forma Fantasma.
As well as making their own contribution, the Council have identified young Italians that represent the new wave of Italian creativity whose work will be featured in the House of Peroni. These include thread sculpturist Giacomo Lion and installation artist Ludovica Gioscia.
The Website
The House of Peroni exists digitally as www.thehouseofperoni.com a bespoke, immersive space that acts as a permanent window into the realms of Italian fashion, design, art and cuisine. Updated daily, www.thehouseofperoni.com will feature editorial content submitted by a portfolio of established and emerging Italian creative talent including Paola Petrobelli, Gabrielle Rigon and Silvia Bergomi. The site will also showcase the work of the Creative Council and the contents and concepts from both residencies.
The Residencies
The House of Peroni will take 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 at the heart of The House.
Guests to The House of Peroni 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.
Food & Drink
An innovative Italian dining experience has been developed by Michelin starred chefs Christian and Manuel Costardi from Vercelli in Northern Italy who will be in residence at The House of Peroni throughout July and November. Driven by four key pillars; evolution, passion, emotion and region; the brothers are famously known as having only their name and a passion for culinary evolution in common whilst sharing different views on everything else. It’s this unique approach that enables them to deliver truly out of the ordinary food experiences and is likely to secure them a second Michelin star this year.
A drinks menu and bar has also been created exclusively by Gerry Calabrese, one of the modern greats of the London bar scene and son of the Italian cocktail maestro Salvatore Calabrese.
Events and Workshops
A daily schedule of events is taking place during the residencies. 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. Hosted by members of the Creative Council and other big names from across the creative arts, the 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.
