The House of Peroni is back again for its May residency at Lincoln’s Inn Fields, Holborn, London. Taking over an entire townhouse, architect Andrea Morgante has again directed proceedings of Italian creativity. A mix of fashion, art, design and gastronomy intertwine amongst the installations that span three classically Georgian floors. Inspired by 1963, the year that Carlo Peroni created Peroni Nastro Azzurro, each of the involved creatives set about paying tribute to that pivotal year in the Peroni calendar.
“I tried to create a canvas upon which the new wave of talent could really express themselves. We have everything from Angela Loveday creating a room inspired by classic Peroni advertising from the 1960s – that talks about the emancipation of women from the patriarchal gaze – to a Fiat-inspired sculptural dress designed by fashion designer Carlotta Actis Barone” explains the Experience Director. Morgante’s essential contribution to The House of 1963 is the spatial and conceptual welcome throughout. His very blue outdoor Peroni Pavilion for alfresco drinking and dining and his Black and White Bar are simple and impressive. Inspired by Franco Grignani’s Woolmark ball logo, its iconography has been modernised in a cubed fashion where ‘nothing is as black and white as it seems’ – the entire room is covered in the geometric offerings that afford a trippy experience.
Our friends Carnovsky have also played their part, covering one of the rooms in a multi-layered fresco. Their signature RGB wallpapers depict ancient buildings and pay a ‘blue’ tribute to the story of The Rex: a Blue Riband transatlantic winner. “We were inspired by the brand’s history and values, designing a landscape with three layers including green – depicting a countryside scene, with fields, trees, farmers – which represents the genuineness of the beer’s ingredients of the beer, red – a view of Rome which combines ancient architecture with the people and cars of the sixties – and blue for the Peroni brand.”
An integral part of The House of Peroni is of course food and drink. This year, Italian culinary collective Bottega Wapping – led by Creative Director Lorenzo di Francesco and Head Chef Daniele Miconi – will be offering twists on classic Italian cooking. Either from the third floor curvaceous dining room with views of the picturesque Lincoln’s Inn or on the iconic outdoor terrace.
