It was so nice to be invited to Peroni’s annual pop-up, The House of Peroni. As a brand Peroni have always been creative, their campaigns (which as a graphic designer I’ve worked on in the past) almost always feature a beautiful curvaceous woman with a touch of ‘la dolce vita’ about her, think Monica Bellucci, Sophia Lauren and Brigette Bardot.
Their latest London pop-up took over a warehouse on East London’s Brick Lane. After knocking on a large door and walking down a neon blue lit corridor Whitney, Elena and I came out into a large space which was divided up into lots of different rooms, just like a traditional Italian house. The home is central to the Italian family and we were invited to experience this through Peroni’s eyes.
It was a space designed to excite the senses. Unusual cocktails tickled the taste buds; citrus, candy floss and Peroni beer for one. A visit to The Pantry, to collect a gold key, gave access to a dream space, representing the bedroom with furniture hanging at strange angles, cotton wool clouds and again the neon blue light. A snug that could be rented for dinner was hidden away, only visible through a key-hole shaped window. Everywhere you looked there was colour.
I’m already looking forward to its return to London.