The space, which opens to the public today (29 October) until 25 November, takes its inspiration from the autumn months and the traditional Italian home. Guests make their way through a brightly lit blue corridor to enter the space, at which point they are greeted by Italian ‘nonnas’.
The main area features shared dining tables and a bar that serves a range of Peroni-inspired cocktails and beer, meanwhile autumnal coloured leaves hang from the roof in one corner.
There is also ‘La Dispensa’ or the pantry, an area complete with shelves of ingredients used to make traditional Italian dishes.
It is here that guests can pick up a key for £10 a pop, which grants them access to one of three rooms - bedroom, snug or wardrobe - on the second floor. The experiences include a mini fashion shoot, and there is the option to sip on a beverage and listen to music via headphones amid a space that has been created to represent clouds.
Outside the brand has opted to re-create the Italian laundry room, and there are washing machines throughout, meanwhile clothing hangs from the ceiling. The space features a bar, which serves a range of Peroni Nastro Azzurro infused cocktails by mixologist Simone Caporale of The Langham Hotel.
Fans of Italian fare are also able to indulge in a five-course meal created by Michelin-starred Sicilian chef Accursio Craparo.
M&C Saatchi devised the House of Peroni concept, and is responsible for all of the strategy, advertising, event production and event management and PR.
Gingerline’s creative founder Suz Mountfort and immersive storytelling company, Reuben Feels are also involved from a design standpoint.
The brand opened its first House of Peroni experience for the year back in May, where Caporale and Craparo were similarly enlisted to handle the food and beverages.