Peroni to bring Italian home experience to London

A new-look House of Peroni will return to the capital for a month-long residency on 29 October, and the brand is offering consumers a chance to preview the space at London Cocktail Week (5-11 October).

The House of Peroni will include a large kitchen space with shared dining tables
The House of Peroni will include a large kitchen space with shared dining tables

This time around the pop-up, coined Vita all’Interno, will be themed around the concept of the traditional Italian home. It is said to be The House of Peroni’s most immersive and multi-sensory installment to date, and will see guests take a journey through multiple rooms.  

Upon entry they will be greeted by real-life ‘nonnas’ who run the home, and each guest will receive a key that can be used to unlock hidden experiences within the space.

Key features of the pop-up will include a kitchen complete with expansive shared dining tables and aromas of Italian food, as well as a laundry room inspired by Italian couture, which will serve Peroni Nastro Azzurro infused cocktails. 

Multiple bars will comprise the pop-up, each of which will offer beverages created by mixologist Simone Caporale of The Langham Hotel, who worked with the brand on its House of Peroni pop-up earlier this year.

Guests will also have the opportunity to indulge in a five-course meal created by Michelin-starred Sicilian chef Accursio Craparo, who similarly returns for the second time this year. 

Gingerline’s creative founder Suz Mountfort is behind the experience, along with immersive storytelling company, Reuben Feels. Agency M&C Saatchi is handling all PR. 

The House of Peroni will be situated at The Old Truman Brewery, 152 Brick Lane, until 25 November.

London Cocktail Week

The Italian beer brand will be offering consumers a preview of the new experience at its stand within Old Spitalfields Market throughout London Cocktail Week. 

Attendees will be able to choose from three beverages, which represent the past, present and future of the brand’s House of Peroni residency.

Paying homage to the past will be the Peroni Spritz, which was available at The House of Peroni in October 2014, meanwhile the Peroni Negroni from the May residency will be served to represent the present.

The Agro-Dolce combines the flavours of Peroni Nastro Azzurro, and a bitter orange known as Chinotto, which is unique to Italy, will offer attendees a taste of what is to come next month.

Snacks will also be served at the stand, including smoked buffalo mozzarella Bocconcino, courgette flowers filled with roast ham and mozzarella, Friarielli with crostini, baby pepper filled with anchovies and capers, and handmade pasta ravioli filed with truffle fonduta. 

Check out our video of the House of Peroni opening in May, where the pop-up similarly took-up a one-month residency, closing its doors on 10 June. 

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