House of Peroni

Turning a beer brand into an icon of Italian style.
ChallengeTo evolve Peroni's position beyond that of a simple beer brand, by incorporating a greater sense of Italian culture, craftsmanship and style. 
Insight: Every culture has a unique taste of life.
IdeaThe House of Peroni: Finding a unique taste of Italian culture and bringing it to life. 
ExecutionThe House of Peroni is a multimedia, experiential project. Bringing together the new wave of contemporary Italian creativity, including art, design, fashion, photography, film, food and drink, we created a space where people can experience a real snapshot of Italian culture. Utilising the talents of established and emerging Italian artists, the residency was also supported by ongoing digital editorial content, including film, guides and articles.
Agency: M&C Saatchi. 

A multimedia experience that showcases a whole host of Italian creativity.
With bespoke content produced only for the House of Peroni.
Discover how fashion designer and model Margherita Maccapani Missoni savours the classic Italian rituals.

Master of Mixology Simone Caporale shows you how to recreate his Peroni Nastro Azzurro-infused cocktail.

Our Master of Dolci, Aoife Noonan travels to Italy to discover the art of gelato making with Francesco Mazzei.

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