The House of Peroni, created by M&C Saatchi PR, will open for a month from 3 July at 41 Portland Place in central London, and will bring together individuals from Italian design, art, fashion, photography, film, music and food and drink.
The house will host a daily schedule of events, developed in conjuntion with Fashion Fringe, Tent London, London Film Academy and Central St Martin’s.
Guests will be able to book a place on a range of creative experiences such as participatory design workshops, exclusive drinking and dining experiences, and tours around London exploring the influence of Italian style on the capital’s fashion and architectural scene.
The House of Peroni has appointed a creative council to lead the project, consisting of individuals from across the arts, who will contribute with new work or as part of the programme of experiences and workshops.
Council members include fashion designer Carlo Brandelli, Michelin star chefs Manuel and Christian Costardi, drinks innovator and mixologist Gerry Calebrese, and product designer and member of the Alessi family, Giovanni Alessi Anghini.
The council has also identified young Italians whose work will be featured in the House of Peroni, including thread sculpturist Giacomo Lion and installation artist Ludovica Gioscia.
The House of Peroni will be returning to London in November.
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