The World of Hospitality Issue 13 2015 | Page 24

24 the World Of Hospitality The House Of Peroni Take An Unexpected Journey Into The Italian Home At The House Of Peroni Residency The House of Peroni opened its doors in east London once again this October, bringing to the capital the most immersive and multi-sensory residency to date. From 29th October - 25th November at 152 Brick Lane (E1 6RU), the month-long event bought the heart of the Italian home to London; giving all those who are curious to discover and hungry to explore, the opportunity to experience the transformed space - to eat, drink and make themselves at home. Entit led ‘Vita all’Interno’ - meaning ‘a life lived inside’ - The House of Peroni residency welcomed guests through one of its many doors to enjoy delicious Michelin-starred food, innovative Peroni Nastro Azzurro infused cocktails and intriguing surroundings, all inspired by the Italian home. The experience, curated by Gingerline’s creative founder, Suz Mountfort, and immersive storytellers, Reuben Feels starts in the heart of the home. Guests entered the warm bustling kitchen and were greeted by delightful smells and a never ending dining table. From there, they were invited to explore and enjoy the airy laundry room inspired by Italian couture, and try one of Peroni Nastro Azzurro’s innovative serves whilst relaxing in the autumnal covered terrace area. Welcomed by a series of passionate and alluring ‘nonna’s’ who ran the home, each guest was able to curate their very own personal experience by obtaining a key which did, quite literally, open the door to experiences hidden within the event – revealing a new world where nothing is quite as it seems. At the centre of The House of Peroni Residency was a five course private dining experience created by Michelin-starred Sicilian chef Accursio Craparo. Website: www.thehouseofperoni.com As guests took a journey through the ever-changing household, alive with the hustle and bustle of daily life, they discovered different bars – each with a range of Peroni Nastro Azzurro infused drinks created by award-winning mixologist at The Langham Hotel, Simone Caporale. Other creative talent that collaborated on the Residency included surrealist art director and set designer Rhea Thierstein, who is known for her whimsical creations, and Italian paper installation artist, Francesca Signori whose work also featured heavily throughout. The House of Peroni took up residence at 152 Brick Lane, London, E1 6RU from 29th October, closing 25th November. For more information about The House of Peroni visit: www.thehouseofperoni.com