This October, The House of Peroni is back and is opening its doors in east London — this time, bringing an incredibly immersive and multi-sensory storytelling experience. The month long event will take place from 29 Oct to 25 Nov at 152 Brick Lane, bringing a traditional Italian home to the bustle of London. The curious and the adventurous are encouraged to explore, eat and drink their way through the house as they make themselves a part of the family.
Titled ‘Vita all’Interno’, meaning ‘a life lived inside’, The House of Peroni will welcome visitors to immerse themselves in the Italian home through Michelin-starred food, creative Peroni Nastro Azzurro infused cocktails and compelling surroundings.
The House of Peroni experience has been created by masterminds of immersive storytelling. Gingerline’s founder, Suz Mountfort, and immersive storytellers Reuben Feels crafted the journey of the guests, beginning in the heart of the home. Visitors will arrive in the welcoming and busy kitchen where they are exposed to delicious scents and a massive dining table. Afterwards, guests are encouraged to poke around the atmospheric laundry room — inspired by Italian couture — and then sample one of Peroni Nastro Azzurro’s inventive cocktails while taking in the beauty of the autumnal-covered terrace area.
Upon arriving, guests are welcomed by the ‘nonnas’ who run the home. The nonnas help make The House of Peroni experience unique to each visitor: they give their guests a key which will — quite literally — open the secret doors and locks to experiences hidden from the surface of the house. The House of Peroni then becomes more than just what is visible at first glance.
Continuing through the house even further, the centre will feature a six course, private dining experience created by Michelin-starred Sicilian chef Accursio Craparo. Other creative talents collaborating on the upcoming House of Peroni include surrealist art director and set designer Rhea Thierstein, known for her fanciful creations, and Italian paper installation artist, Francesca Signori whose work will be prominently featured. The house will be buzzing with the commotion of daily-life when visitors are welcomed in, exposing them to an ever-changing home. Meanwhile, they will discover different bars, each with a range of Peroni Nastro Azzurro infused drinks created by award-winning mixologist at The Langham Hotel, Simone Caporale.
Lastly, guests will have the opportunity to purchase exclusive keys from ‘la dispensa’, or the pantry, which unlock secret rooms within The House of Peroni. Each key takes the visitor on an expedition of discovery with delicious surprises revealed along the journey:
– ‘Il sogno’, the dream: Upon unlocking the bedroom, visitors will be able to enjoy Rhea Thierstein’s surreal interpretation of a dream and taste a Peroni Nastro Azzurro infusion created by Simone Caporale.
– ‘L’armadio’, the wardrobe: Unlocking the wardrobe reveals Francesca Signori’s paper accessories. Visitors are free to try on Signori’s contributions to the wardrobe, playing around with fashion and the innovation of paper clothing.
– ‘Il salottino’, the snug: The last key allows guests access to the elegant snug. They are able to relax and reflect on their journey through The House of Peroni — drink in hand, of course. They are then able to create their own infusion with the help of a trained mixologist.
The House of Peroni takes up residence at 152 Brick Lane, London, E1 6RU
from 29th October, closing 25th November.
Reservations for the restaurant are bookable via The House of Peroni website: