House of Peroni – Experience Art Like Never Before

13th March 2017

When it comes to the Italians, they like to push the boundaries of art. Having given birth to the greatest of art movements from Classical Realism through to the Renaissance, Mannerist and Baroque eras and the contemporary styles of Futurism, Italian artists' have always had a deep relationship with perspective, space and truth. Adopting this theme, the Italian brewery Peroni launches its summer residency in London this week, then in Manchester and Edinburgh with a series of art experiences.

Celebrating Italian craft and creativeness, the House Of Peroni which opens this Wednesday 15 March at Soho's Unit London is launching a special four day event that allows guests to immerse themselves in a virtual world where art meets technology. Working with The Beautiful Crime Agency and three artists, visitors can step inside a professional virtual work of art before creating their own. Using the Tilt Brush technology pioneered by Google, a virtual reality headset and digital paintbrushes allow participants to explore a series of curated 3D painting that deconstruct ideas of what art can be.

After seeing what the pros can accomplish, it is the audiences turn to have a go with the guidance of an expert 3D artist in residence. The work is then emailed to participants for keeping, sharing and with he aid of the headset at home, revisiting.

One of the artists is Fabio Giampietro, who was the 2016 winner of the prestigious Lumen Prize for Digital Art. He is hosting two of the evenings at the House Of Peroni, where he will be combining his love of recreating childhood memories of the Italian landscape with ideas of Futurism in his signature bold Italian style. Fabio told Candid Magazine “My signature style is to create a fairly abstract cityscape and play with a sense of perspective.

For this project, entitled ‘Neon Vertigo’, I’ve invoked the craftsmanship that was apparent in my uncle’s joinery work and related it to architecture and the concept of the ‘metropolis’ – a motif that is apparent throughout all of my work”. British artist Carne Griffiths whose work in inspired by his twelve-year career as an embroiderer, and Italian artist Peeta who draws on the historical traditions of Venetian glass will be the other two artists in residence throughout the residency.

Alongside the art, there will be a bar offering Peroni beer, spritz and negronis from the House’s mixologist Simone Caporale, alongside Peroni’s Chef In Residence Francesco Mazzei’s Calabrian inspired menu. Mazzei’s simple yet vibrant antipasto mixes traditional ingredients such as ricotta and salami with contemporary twists like beetroot puree and soft boiled quail’s eggs in a move that sees the colourful food match the art. The bar-come-gallery space has been designed by renowned set designer Petra Storrs and fuses the rich palette of the Italian art historical tradition with the technology of Tilt Brush to create a stunning focal point to the environment.

Connecting artists from the visual world with those who work with food and drink through utilising modern technology illustrates Peroni’s dedication to both the heritage and future of creative industries in a typically Italian style. By creating an all-immersive experience that tantalises all five senses, the House Of Peroni takes experiencing art to new heights. It’s the closest you can come to the dolce vita in the UK this spring.
Words by Harry Seymour
The House of Peroni takes residence at Unit London, 147 Wardour St, Soho, London, W1F 8WD from Wednesday 15 – Saturday 18 March. The House of Peroni will then travel to Edinburgh 30 March – 1 Aprilvand Manchester 5 – 8 April.

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