House of Peroni / Andrea Morgante of Shiro Studio

For the month of May The House of Peroni will be residing in London, temporarily transforming four floors of a beautiful georgian townhouse at Lincoln’s Inn Fields, Holborn. Designed by Andrea Morgante of Shiro Studio and featuring an outdoor pavilion and a series of immersive installations, the interior is based on the italian beer brand’s heritage and style. The House of Peroni is a mix of fashion, art, design and dining intertwined amongst the installations, each floor contains a series of uniquely designed drinking and dining spaces. Having been to the amazing House of Peroni, I highly recommend taking a look and then a drink or dinner and exploring the spaces, be inspired by 1960's Italy!

 
 
 

Photo © London Design Journal

 

The inspiration for The House is the year 1963; a transformative year when Italian style became renowned across the world and the year that Carlo Peroni created Peroni Nastro Azzurro. 

 

Photo © London Design Journal

 

When you enter the House of Peroni you are taken on a journey through bespoke creations for the House of Peroni, with artists and designers including design duo Carnovsky, fashion designer Vivetta,  sculptographer Daniele Papuli.

The Artist as Explorer  / Daniele Papuli

Puglia-born sculptor Daniele Papuli has created a sculpture that winds its way through the House of Peroni along the staircase. Thousands of pieces of paper create the undulating sculpture. The curls and swells capture the energy and speed the ocean possesses.

'Carous-elle' / Angela Loveday

Art that demands independance

'Carous-elle' inspired by the key role of women in the 1960's. The 1960's were a highly transitional period for women in Italy. The war had brought American and English culture to the country and a transformation had began. 'Carous-elle' is an apt play on the words 'consumerism' and 'revolution. Angela Loveday wanted to express the key role of women in the shifting social climate of the time.

Heavily inspired by 'Olivetti' and 'Vespa' advertising 'Carous-elle' directly references much of the changing iconography of the period. Women were preparing to command their own independance. They saw themselves as useful. A conscious part of a new society that was ready to be part of the world. Loveday has created 4 new pieces presenting an artistic interpretation of this journey from wife to modern woman.

Photo © London Design Journal

There are also a series of exciting events taking place over May, take a look at the House of Peroni from How to Become an Italian Barista to ther Art of Gelato and Creating your own Silk Scarf, be inspired by the 1960's!

 

A dress from 1,000 angels / Carlotta Actis Barone

 
 

A dress from 1,000 angels / Carlotta Actis Barone

 

A dress from 1,000 Angels

'Wrapping illusion' inspired by fashion and design in 1963. Inspired by many aspects of 1963, at the centre of 'wrapping illusion' is the changing dynamic of 1960's fashion and design. A vintage 1960's dress forms the installations centre piece: it is unwearable and underpinned with a red ribbon. Barone deliberately chose to represent Peroni Nastro Azzuro's iconic blue ribbon to highlight the brand's passion that ceaselessly flows from 1963 through to today.

The walls are adorned with the work of Barone's collaborator Manuela Corti. Corti worked with resin and geometric elements to piece together a tapestry of mirrors across the walls. The dome-like shape of the mirrors reflects the rounded nature of design in the 1960's. The mirrors emulate the shape of the windows from the 1963 Fiat 500 and encase Barone's dress throwing the viewer into a maze of distorted proportion and colour.

Cut-out wardrobe / Vivetta

Cut-out wardrobe / Vivetta

Interactive nostalgia

'Cut-out wardrobe' inspired by the fashion magazines of 1963. 1963 was a year that broke many fashion traditions. Women's place in society was changing and so were their clothes. Suddenly fashion developed a real identity and discovered colour. Fashion magazines like 'Vogue Italia' led the way. Driving Italian women further toward their independance. 

Vivetta's interactive 'Front cover' installation is a reflection of the female sentiment of the era and the role the media had in its portrayal. handing decisions over to the viewer, 'Cut-out wardrobe' deliberatley mirrors the 1960's female shift in significance. 

The interactive dressing up box is made up of Vivetta's SS14 collection. Directly inspired by the 1960's colour palette and iconic Italian Lanci dolls. It's clear that 'cut-out wardrobe' is positively nostalgic for 1963.

Nothing is black and white as it seems / Andrea Morgante

Photo © London Design Journal

Nothing is Black and White as it seems

The 'Black and White bar' inspired by iconic 1960's design. Franco Grignani's 'Woolmark' cubed ball logo is more famous then he is. His iconic black and white swirled patterns are the inspiration for Andrea Morgante's bar. By designing the pattern digitally, Morgante has put a contemporary spin on Grignani's original designs. Morgante has covered the four walls, ceiling, floor and bar in his geometric pattern creating a 3D experience using a 2D medium.

Optical Allusions / Carnovsky

Photo © London Design Journal

Optical Allusions

Design duo Carnovsky, Francesco Rugi and Silvia Quintanilla tell the story of how Peroni Nastro Azzuro came to be in the 'RGB landscape np.63'

For the piece we were inspired by the Peroni Nastro Azzurro history, so basically we designed a landscape with 3 layers: Green depict a countryside scene, with fields, trees, farmers, etc. which represents the genuineness of the ingredients of the premium beer.

The second one you see with red lights it’s a view of Rome which combine ancient architecture with people and cars of the sixties, and the birth place of Peroni Nastro Azzurro, born in Rome in 1963.

The last one, visible with blue lights depict a marine scene with ships and vessels, and in particular the Italian ocean liner REX, which won in 1933 the award “Blue Riband” 

25.0 Andrea Morgante / inspired by Piccola

25.0 Andrea Morgante / inspired by Piccola

The collection

Peroni Nastro Azzuro has recently designed their very first new bottle innovation: 'Piccola'. This new bottle is the perfect fusion of classic craftsmanship with profoundly modern production technologies. 

Andrea Morgante has radically reimagined Piccola and created 25 brand new 3D printed bottles. The installation has been aptly named '25.0' referring to the volume of the new bottle 25CL. These new designs will showcase in a new exhibition at the Design Museum in June.

Every design in the collection is the result of a 'digital plastic mutation' of a single Piccola and is drawn from a multitude of Italian sources. From Bernni's marble sculptures to the golden days of Italian design in the 1960's when Peroni was born.

Raise a glass to modernism / Leonardoworx

Raise a glass to modernism

'Shine' by Leonardoworx. Inspired by 1960's design theory. Digital artist Leonardoworx has always been fascinated by technology. 1963 was the year that designer Mario Bellini joined Olivetti and later designed one of the world's first personal computers.

Never seen before technologies were becoming available and new wave designers began asking 'can technology generate or amplify human emotion'

Leonardoworx has chosen to explore this design concept in 'Shine'. this multi-faceted sensor based installation seeks to amplify the human interaction based on a stylised re-interpretation of the 'cheers' gesture.

The installation's nature is rooted in the past but its message is fundamentally modern. It lies in a question still at the heart of our present and future times.

The concrete bar / Andrea Morgante

 

Photo © London Design Journal

 

Drink to indestructible design

The 'concrete bar' inspired by Milan's concrete architecture in the 1960's. 1963 was a crucial time for Italian architecture. Indeed for the whole of Italy. Brutalist architecture became commonplace and concrete was the material of choice. Playing on the relationship between cold and warm materials, 'the concrete bar' has been created as an architectural small scale model of a fragmented 1960's Italian city.

 

Photo © London Design Journal

 

Photo © London Design Journal

Photo © London Design Journal

Dine in Multicolour

Inspired by the RGB colour wheel. 1963 was the year of colour. Italian fashion came alive in a vivid rainbow of hues. Banishing previously drab wardrobes. Technicolour hit the big screen saturating films in lush, lurid dyes, shades and paints transforming cinema. Polaroid also introduced the now iconic self-developing colour film and changed how we took photos Italy had literally exploded with colour. 

Inspired by this eruption the multicolour menu offers guests a sensory extravaganza of stimulating flavour and colour. The entire dining room will be a rainbow of multicolour.

Dine with a stranger / Andrea Morgante

 

Photo © London Design Journal

 

Dine with a stranger

'The ribbon table' inspired by Italian conviviality. Andrea Morgante's continuous ribbon dining table seeks to embrace the Italian dining experience. He wanted to pay homage to this sophisticated nation of sharers and pleasure seekers.

Morgante invites diners to eat side by side. Sitting at the same table but not in a conventional linear fashion the ribbon design allows guests to interact with each other sharing their experiences the Italian way.


House of Peroni 

Open every day in May except the 5th, 11th, 18th and 26th

64 Lincoln’s Inn Field, Holborn, London WC2A, 3JX No admission fee.

18+ only 


House of Peroni   @Peroniuk #TheHouseOfPeroni Peroni on Facebook

Carnovsky  @_Carnovsky_  #RGB  #Carnovsky

Angela Loveday   @AngelaLoveday  #AngelaLoveday

Shiro Studio   @ShiroStudio  #AndreaMorgante  @Andrea_Morgante

Vivetta   @VivettaVivetta 

@CarlottaFashion  @ManuelaCorti

Leonardoworx  @Leonardoworx 

@Bottegawapping