Event TV: House of Peroni opens on Brick Lane

Italian beer company Peroni Nastro Azzurro opened the doors to its month-long brand experience on Wednesday evening (13 May) at the Old Truman Brewery on London's Brick Lane.

The House of Peroni is open to the public until 10 June. Inspired by an Italian piazza, the activation features experiences based around food, drink, art and cinema.

Michelin-starred Sicilian chef Accursio Craparo has taken up residency in the branded venue, while molecular mixologist Simone Caporale has been brought in to develop a menu of inventive Peroni-infused drinks.

Rebecca Louise Law has created a floral installation for the space, which provides guests with a multi-sensory experience through sight and smell. Italian artists Luminarie De Cagna have also brought their multicoloured light installations into the House of Peroni.

Outside is a garden area and the private Cinema All’Aperto, which will be showing iconic Italian films throughout each week. Guests can also book into a multi-sensory dining experience that takes diners through the daily rhythm of a piazza via sounds, tastes and aromas.

Agencies Live and Breathe, MEC and M&C Saatchi PR collaborated to create the House of Peroni.

Last year’s House of Peroni took place at Lincoln’s Inn Fields and featured an optical illusion wallpaper room, 3D-printed bottles and three themed bar areas.

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