M&C Saatchi Presents The House of Peroni

This week a month-long schedule of immersive events and workshops draws to a close when The House of Peroni, an experiential brand execution themed on the beer’s Italian heritage and home city of Rome, shuts up shop to round off its fourth successful residency in London.

With rooms spread over four floors and Italian-inspired food, drink, fashion, art and design taking centre stage, this time round the House in Holborn has seen its most-successful four weeks and below M&C Saatchi London’s ECD behind the project, Elspeth Lynn, tells us more.

How many times has the experience been held and tell us about the concept?

This is the fourth House in London for Peroni Nastro Azzurro.

The Concept

Peroni Nastro Azzurro is the leading premium beer in the UK. Achieved through a long-term association with Italian style. Research amongst the audience of Trendsetters had started to show that an association/sponsorship alone was no longer enough to accelerate the brand. They are interested in new, authentic, cultural experiences and ideas they can share with their friends.

To address this challenge, we set about on a unique endeavour. We brought together the creative talent defining Modern Italy today. We collaborated with over 300 individuals from the world of art, design, fashion, film, food, drink and music to create authentic stories and experiences. Including iconic fashion photographer Miles Aldridge (photographer for Italian Vogue), architect Andrea Morgante (architect of the Ferrari museum in Modena, Italy) and the Italian Michelin starred chefs, The Costardi Brothers. Talent we wanted the UK media to write about and consumers to engage with.

We gave these artists a home: The House of Peroni. A 365 day a year digital and physical platform, where trendsetters can discover the new wave of Italian style.

The London House

We turned a central London Townhouse into an immersive experience. Adopting the behavior of style brands, we created a Spring/Summer and Autumn/Winter celebration of Italian style for one month, where our audiences could enjoy reinterpreted food and drinks, events and master classes.

The Digital House

Launched in June 2013, a 365 day a year magazine style website features interviews, stories, photo-shoots and commissioned films published daily.

Where else has it been held?

The first and second Houses in 2013 were located in W1 on Portland Place, London. The May 2014 and present House is located at 64 Lincoln's Inn Fields, London WC2A 3JX. The house has been open to all for the month of October, from noon to midnight.

How much has M&C been involved in terms of creative input and collaboration with the client?

M&C Saatchi did everything; they created and executed the whole idea from top to toe.  

Tell us a bit more about the interiors, bars and restaurant…

Rome is at the heart of the Peroni Nastro Azzurro story and it is also the inspiration for the October residency. House architect Andrea Morgante, culinary collective Bottega Wapping and House mixologist Federico Riezzo take on this transformative city, alongside fashion, soundscapes and installations from the Italian New Wave.

The Interiors

The journey through Rome begins with artist UFO5’s Orange Garden, a beautiful immersive echo of the famous timeless gardens of Rome which unravels along the full height of the House’s three-story staircase and incorporates a unique upside-down garden in Il Caffe, a Roman espresso bar and pasticceria.

Design collective Nerdo and design studio Truly Design have created digital mural installations with Roman architectural motifs, using cutting-edge contemporary techniques. Andrea Morgante’s Palazzi di Roma pays tribute to the ancient, rusticated facades of historic Roman buildings. Morgante’s piece replicates the tactile experience of having an aperitivo after work in a beautiful Italian piazza, surrounded by the fabric of the magnificent palazzi.

The Bars

The House of Peroni hosts three uniquely styled bars. House mixologist Federico Riezzo has used his innovative mixology techniques to create a new Roman-inspired drinks list for each bar, with a special selection designed to complement the dishes served in the restaurant.

The Restaurant

Creative director Lorenzo Di Francesco and head chef Daniele Miconi from culinary collective Bottega Wapping, unveil a bespoke menu inspired by Rome’s ingredients, its cuisine, its people and even its architecture. The menu is divided into the four courses found at any traditional Italian table: antipasti, primi piatti, secondi piatti and dolce.

Bottega Wapping’s innovative dishes will be served to guests at Andrea Morgante’s Ribbon Table. Fusing traditional Italian conviviality with contemporary design, one single table is entwined around the room, allowing guests to partake in a unique experience which evokes traditional Italian dining.

Tell us a bit more about the drinks menu…

Federico Riezzo’s menu starts each infusion with a base of Peroni Nastro Azzurro. It’s a tribute to the Rome he knows and loves; from the ancient emperors and Roman rituals to ingredients sourced from the surrounding areas. With drinks inspired by Roman film, architecture, the landscape of the city, local produce and traditional recipes, each drink is a sip closer to a rediscovered Rome. His infusions have a way of perfectly capturing a summer’s day on the Amalfi Coast with the light, fruity ‘Capri’, to the fiery passion of Emperor Nero with his chilli infused ‘Nerone’.

And how has the house been received so far this time round?

It has been our most well-received House to date. We’re still yet to look at exact figures but we know that we have had more people through than this time last year. PR coverage for The House of Peroni has featured in the pages of Vogue, Condé Nast Traveller, GQ, Esquire, Vanity Fair, Telegraph, Elle, Grazia, Time Out and many more.

And what events have guests been able to enjoy?

Each week there were complimentary and ticketed events, each inspired by the transformative city of Rome. Food events such as Pasta Fresca and The Art of Chocolate have seen guests immersed in the culture and history of these two iconic Italian staples.

Style events like Profumo di Roma have delivered a captivating journey through modern Rome while the evening Film Feast experience, featuring Paolo Sorrentino’s Oscar-winning The Great Beauty (La grande bellezza) welcomed guests to a multi-sensory film screening with a unique Bottega Wapping menu to sample throughout the screening. Every Friday was a Mercato Romano that featured the finest modern Italian street food vendors serving exclusive authentic dishes.

The House of Peroni closes on Friday 31st October. Entry is free. You can read more about the immersive experience from House Maitre'D, Felix von Nida, in shots issue 153, out in November.