Peroni Nastro Azzurro Opens Doors To Townhouse Experience
Central London is home to a slice of little Italy for the month of May. Premium lager manufacturer Peroni Nastro Azzurro has brought together the best of contemporary Italian style and culture for the return of The House of Peroni. The House, located at 64 Lincoln’s Inn Fields in Holborn, pulls on a new wave of Italian talent across food, fashion, design and art. Originally launched in July last year, it returns for a third time in a new location, offering four floors – three bars and one temporary restaurant – of taste and sensory experiences.
The House
The Grade II townhouse is where designers, artists, architects, mixologists and chefs call home for the twenty-nine-day stint. Peroni Nastro Azzurro’s residency, created by award-winning architect Andrea Morgante, aims to blend the spirit of the brand’s founding year with modern and immersive workshops, indoor bars, a top floor restaurant and outdoor terrace. Overseen by Morgante, who previously worked on the Enzo Ferrari Museum, creative visions from rising fashion stars such as Carlotta Actis Barone and Vivetta fill each room; alongside works from Carnovsky and digital artist Leonardoworx. In addition to enjoying the period surroundings of the ambitious pop-up free of charge, guests can listen to music from a hand-picked selection of live bands and DJs.
The Restaurant
Art extends to the top floor restaurant, where Bottega Wapping provides contemporary takes on classic food. Creative Director Lorenzo Di Francesco and Head Chef Daniele Miconi, both with experience in Michelin-starred kitchens, have created a menu true to Italian cuisine to be eaten overlooking the square. Three choices across each of the four courses: antipasti, primi piatti, secondi piatti, and dolce represents an authentic recipe or ingredient from the north, centre and south of Italy. Maintaining a reputation for pushing boundaries, Bottega Wapping’s menu contains twists on Beef Tartare, Seafood Risotto and Tagliolini alla Norma, all inspired by songs from the 1963 hit parade. Prices range from £5.00 for antipasti (‘before the meal’) to £17.50 for secondi piatti (‘second dish’). Two set menus are also available, offering a vegetarian or non-vegetarian option from each course, starting at £30.00.
The Bars
On the floors below, three unique bars continue the theme of Italian heritage. ‘The Concrete Bar’, designed by Morgante, takes its cues from Milanese architecture, while ‘The Black & White Bar’ celebrates early 1960s logo designer Francesco Grignani, best known for creating the Woolmark symbol. A further outside spot takes mixology alfresco, with all three locations serving experimental drinks infused with Peroni Nastro Azzurro. Expert cocktail creator Federico Riezzo brings more than fifteen years experience at the likes of Pharmacy, Momo and Sanderson Hotel to The House of Peroni. A negroni bottiglia sets visitors to The Concrete Bar back £9.00, with similar prices across the list.
The Installations
A collective of artists, photographers and fashion talents occupy much of the space in and around the restaurant and bar area. Vivetta, whose clothes are worn by numerous celebrities, has created an interactive magazine cover that guests can customise. Meanwhile, Daniele Papuli has created a specially commissioned blue version of his waterfall-like paper sculptures, which represents the iconic Peroni Nastro Azzurro blue ribbon.
The Events
Throughout the month, Peroni Nastro Azzurro is hosting a number of immersive events at the House, which are either ticketed paid-for events, bookable admission-free or drop-in. You can learn to make coffee like a true Italian barista, taste classic Italian dishes reworked with a modern twist at the Italian Brunch Club, master the art of silk scarf printing, attend exclusive mixology and gelato masterclasses, or book in for a unique multicolour dining experience where all of your senses will be stimulated with vibrant smells, tastes, textures and colours. Tickets for the fast-selling nights cost no more than £60. Grooming treatments in 30-minute slots are priced at £15 for a luxury wet shave.
The House Of Peroni Video
The House Of Peroni: Key Details
The House of Peroni is open now, and is set to run Monday to Saturday until 31st May 2014. The House is open to all 18+ adults with no admission fee. Tickets for events such as Italian Brunch Club and mixology masterclasses can be purchased at thehouseofperoni.com. 
A full restaurant menu, which is open till 9:30pm, and drinks menu, until 11:00pm, can also be found online.
Opening Hours
The House: Mon-Sat (excluding bank holiday Mondays), plus Sun 25th, 12:00pm till late The Bars: 12:00pm to 11:00pm The Restaurant: 6:00pm to 9:30pm
The House Of Peroni
Address: 64 Lincoln’s Inn Fields, London, WC2A 3JX Nearest Tube Station: Holborn
