Debuting in London in 2013, The House of Peroni was originally established as an experience that brings one into the ‘very heart of the Italian home’ through Italian influencers and experiences. Its stateside debut, however, took on a new perspective, arriving in Fall 2016 as a platform to celebrate creativity in all its forms and an epicenter of modern culture rooted in the timeless ideals of Italian style. Curated and designed by renowned photographer and director, Francesco Carrozzini, The House featured collaborations with contemporary artist, Vanessa Beecroft, Oscar Award-winning costume designer Catherine Martin, and light installation artist Max Cooper. A meeting place for collaboration and inspiration, the very first U.S. House of Peroni was met with much success and applause.
The second installment of The House of Peroni will open its doors this October 2017 in New York City’s SoHo area. Curated and designed by GRAMMY® Award-winning musician and artist, St. Vincent, it will once again showcase art in its truest form through multi-sensory experiences across various creative disciplines. With the flagship in New York City, The House of Peroni will continue cross-country with curated activations taking place in both LA and Miami this Fall.
For more information, please take a look at each of the city pages or visit @PeroniUSA on Instagram to find out more.
GRAMMY® Award-winning musician and artist, St. Vincent will be the lead curator for The House of Peroni, designing the space and orchestrating eclectic collaborations for an enriching cultural experience. Annie Clark, known by her stage name St. Vincent, is an award-winning, multi-dimensional American artist. Her work has received consistent praise for its distinct musical style, which combines soft rock, experimental rock, electropop, and jazz influences.
Annie’s inspiration for The House of Peroni will draw on the past, acknowledging Italy’s deep-rooted traditions in craftsmanship, and the future, sparked by cutting-edge design, artistry and composition. Inspired by the ‘Memphis’ motif born in Milan in 1981, she will seek to reflect a modern take on traditional Italian style with rich hues, strong geometric angles and a systematic, effortless tone. This imaginative theme will be personified with the engagement of contemporary artists across a range of artistic realms, such as performance art, music, design and more.
Peroni Nastro Azzurro
Peroni Nastro Azzurro, Italy’s No. 1 premium beer, is a crisp, refreshing lager that exudes Italian style. Created in 1963 in Italy, Peroni Nastro Azzurro launched in the United States in 2005, and today is enjoyed across six continents. Built on a foundation of excellence, Peroni Nastro Azzurro received its name in honour of the SS Rex – the only Italian ship to ever receive the ‘Nastro Azzurro’ award, given to the ship that crossed the Atlantic in the shortest time in an international competition. The SS Rex became a symbol of prestige for Italy and today the ‘Nastro Azzurro’ or ‘Blue Ribbon’ is displayed in Peroni Nastro Azzurro’s name and branding as a symbol of the style, distinction and quality that Italy has been exporting to the world ever since. For more information, please visit www.peroniitaly.com
New York City
Located in the heart of New York City's SoHo neighborhood, The House of Peroni will be open from October 5th – 8th at 201 Mulberry Street.
Located in the heart of Los Angeles's West Hollywood, The House of Peroni will be open from October 18th – 20th at 668 N. La Peer Dr.
The House of Peroni will be open in Miami from November 1st – 4th. Location coming soon.