In pictures: House of Peroni opens branded pop-up in London

House of Peroni, the concept from the Italian beer brand, has opened at London venue Proud East.

  • Margherita Maccapani Missoni pictured at The House of Peroni Residency at Proud East in Haggerston

    Margherita Maccapani Missoni pictured at The House of Peroni Residency at Proud East in Haggerston

  •  Margherita Maccapani Missoni arrives by Gondola for the launch of The House of Peroni Residency at Proud East in Haggerston

    Margherita Maccapani Missoni arrives by Gondola for the launch of The House of Peroni Residency at Proud East in Haggerston

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The pop-up, named Amare l’Italia, translates to 'for the love of Italy' hosted a VIP opening night on Wednesday (18 May) with guests arriving in style on gondolas, before opening to the public yesterday (19 May). It will run until 1 July.

House of Peroni will see the beer brand collaborate with creatives from throughout Italy, in a bid to offer guests a taste of their homeland in London. 

The brand will also host a number of events at the pop-up, including mixology classes and private dining experiences.

The chef in residency will be Francesco Mazzei, the man behind Mayfair’s Sartoria restaurant. While mixologist Simone Caporale has created a range of Peroni Nastro Azzurro-infused drinks.

Visitors will be able to wander around the House of Peroni for free, taking in spaces inspired by art philosopher Lucio Fontana and fashion house Missoni's family gatherings in northern Italy. The brand has been named the pop-up's 'Master of Style'.

Last week the brand announced it would also be taking its 'for the love of Italy' concept to Dublin. 

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