The House of Peroni is open to the public until 10 June. Inspired by an Italian piazza, the activation features experiences based around food, drink, art and cinema.
Michelin-starred Sicilian chef Accursio Craparo has taken up residency in the branded venue, while molecular mixologist Simone Caporale has been brought in to develop a menu of inventive Peroni-infused drinks.
Rebecca Louise Law has created a floral installation for the space, which provides guests with a multi-sensory experience through sight and smell. Italian artists Luminarie De Cagna have also brought their multicoloured light installations into the House of Peroni.
Outside is a garden area and the private Cinema All’Aperto, which will be showing iconic Italian films throughout each week. Guests can also book into a multi-sensory dining experience that takes diners through the daily rhythm of a piazza via sounds, tastes and aromas.
Agencies Live and Breathe, MEC and M&C Saatchi PR collaborated to create the House of Peroni.
Last year’s House of Peroni took place at Lincoln’s Inn Fields and featured an optical illusion wallpaper room, 3D-printed bottles and three themed bar areas.
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