Mixing art, technology and cocktail wizardry, The House of Peroni pop-up will take residence 5-8 April
Ever since launching in 1846, in the historic art town of Vigevano, Peroni has (it says here) been synonymous with craftsmanship - largely with the help of some very nifty marketing.
Such as its experimental C21 century campaign with Emporio Peroni: a minimalist boutique on London’s affluent Sloane Street that was ‘so exclusive, only window shopping’ was permitted. Oo-er.
Fortunately, its House of Peroni successor is somewhat more accessible; a series of Italian-themed pop-ups taking place worldwide spanning pasta-making at Harvey Nichols to an NYC residency curated by acclaimed photographer-director Francesco Carrozzini.
From 5 to 8 April, Spinningfields will play host to The House’s next incarnation - an immersive art experience, inspired by Italy’s rich artistic heritage and created using Google’s Tilt Brush. This impressive new virtual reality tool (like Paint on steroids) lets users paint life-size 3D brush strokes, using space as their canvas, and walk amongst the artworks they’ve created.
Of course, creating a Mona Lisa masterpiece when wielding an ‘imaginary’ brush isn’t so easy. Hence Peroni has enlisted the help of three artists from Beautiful Crime Agency who will each create a bespoke artwork using the Tilt Brush. Visitors can don their headsets and step inside them, before having a go at creating their own under the guidance of an expert.
The artists taking part are no less intriguing. Brit Carne Griffiths creates his calligraphic pieces using mediums like tea, vodka, whiskey and brandy. Milanese artist Fabio Giampietro won a Lumen prize for his dreamscapes, evoked by ‘subtracting’ colour from the canvas. And Venice-based graffiti artist Peeta has adorned walls worldwide with his astonishingly realistic ‘3D’ pieces.
Naturally, a Peroni bar will be present: fuelling all that artistic endeavour with Nastro Azzuro, cocktail creations from ‘master of mixology’ Simone Caporale and a selection of antipasti. Not to be outshone, even the bar will be an ‘eye-catching structure,’ created by renowned set designer Petra Storrs.
It’s not the only upcoming event to mix art and a tipple or two. Three Rivers gin is sponsoring Connected, a one-night exhibition and creative networking opp at Kosmonaut on 16 March. Fifteen graphic design students have each produced a Connected-themed artwork, using everything from paper cut to modelling and typography: all of which can be marvelled at while supping on a free arrival gin from the Manchester-based brand.
Time to get those creative juices flowing…
The House of Peroni will be in Spinningfields until 10.30pm on 5-7 April (from 5.30pm) and Saturday 8 April (from midday)
