House of Peroni – London

I had the pleasure of being invited to the House of Peroni at it’s temporary residence 41 Portland Place, London the evening before it’s official opening to the public.

© Tom DymondTom Dymond 00447825740400

The event was great, there was copious supply of Peroni beer (only right), cocktails, art and a great mix of art, fashion and film creatives were in attendance (also charming Italian men for that Italian culture 😉 ).


So what is the House of Peroni? Well, the premium lager brand Peroni Nastro Azzuro launched  The House of Peroni – a project which aims to celebrate the “new wave of visionaries defining contemporary Italian culture.” Creatives from the fields of design, art, fashion, photography, film, music, food and drink will all be brought together both online and at two London residences to create design concepts, interactive workshops, and dining experiences.

© Tom DymondTom Dymond 00447825740400

To lead the project, Peroni Nastro Azzurro has appointed a Creative Council from across the creative arts. They will contribute to The House of Peroni with new work or as part of the programme of experiences and workshops. The council includes fashion designer Carlo Brandelli, Michelin star chefs Manuel & Christian Costardi, drinks innovator and mixologist Gerry Calebrese, product designer and member of the Alessi family, Giovanni Alessi Anghini, architect Andrea Morgante, who is credited with co-designing the Ferrari museum, and the critically acclaimed design duo Forma Fantasma.

© Tom DymondTom Dymond 00447825740400

We highly recommend that you take a look at the daily schedule of events from 3rd – 31st July, and visit The House of Peroni online for daily updates. Any creative in London during this time SHOULD visit the House!

We also hear that the House of Peroni will return later on in the year, and we look forward to seeing you all there!


Photo Credits: MC Saatchi PR



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