House of Peroni to unveil art-themed experience

Italian beer brand Peroni Nastro Azzurro is bringing its House of Peroni back to London from 15-18 March, and will invite guests inside for an immersive art-themed experience.

House of Peroni to unveil art-themed experience
House of Peroni to unveil art-themed experience

Guests will be able to immerse themsleves in a virtual world, which aims to blend art and technology together. They will be able to experience art with virtual reality (VR) allowing them to step inside the artwork before exploring their own artistic creativity using innovative technology from Tilt Brush by Google.

The brand has commissioned three artists to create pieces around the theme of 'craftsmanship', designed to reflect the Peroni brand message. VR technology will allow guests to step inside the pieces of art, and explore their own artistic talent using the Tilt Brush under the guidance of an expert.

Participants will also receive a complimentary Peroni Nastro Azzurro or infusion from the menu, as well as a signed print from their artist host and a digital keepsake of their own artwork sent to them to share on social media.

Featured artists include Fabio Giampietro, winner of the Lumen Prize for digital art in 2016; British artist Carne Griffiths, who specialises in embroidery, and Italian artist Peeta, who uses Venetian ‘Murano’ glassware as his muse. 

Taking place in London's Soho, the space will also feature a bar and aperitivo area where guests can enjoy an evening with friends over a Peroni Nastro Azzurro, try on of the brand's infusions and a selection of antipasti.

Chef Francesco Mazzei has been given the role of 'Master of Taste', and will be on hand to cook up Southern Italian inspired treats for guests. Simone Caperole will be 'Master of Mixology', creating innovative Peroni-themed cocktails.

Last year, House of Peroni created a Venice-inspired bar at London Cocktail Week. In February, Fuller's unveiled its new London Pride offering at Craft Beer Rising.

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