* I’m a few days late on this, but the event is still going on until the 30th of November, so get cracking people and head down to The House of Peroni.
Highly respected fashion photographer Miles Aldridge takes inspiration for Italian director Frederico Fellini’s era defining movie “8 1/2“ to celebrate the opening of The House of Peroni on the 29th of October 2013. The House is open to the public Mondays to Saturdays, 12 noon to 12 midnight at 41, Portland Place, London W1 and brings Italian style and creativity to anyone who steps into The House, with a major focus on Italian contemporary film and fashion.
The Italian Vogue photographer took inspiration from the 1963 Academy Award winning film featuring Sandra Milo and reworked it to turn it into an artistic fashion photography session. Milo was replaced by Italian model Lorena Manelli who wore the latest collection by Italian fashion designer Antonio Marras, paired with Simone Rainer accessories.
“I have long been inspired by Italian film, especially the movies of Fellini, I jumped at the chance to convert my fascination with Italian fashion into this image, bringing to life this fascinatingly strange and beautiful woman and am thrilled the final version of the image will be showcased at The House of Peroni.” – Miles Aldridge
The House of Peroni opened its door on midday on Wednesday 6th November, and goes on until the end of the month. Designed by award-winning architect and co-designer of the Enzo Ferrari museum Andrea Morgante, The House features two beautifully designed bars, a luxurious cinema which will be screening Fellini’s 8 ½ along with a series of contemporary Italian films.
A number of other fashion installations throughout The House will allow guests to discover new wave Italian designers such as Arthur Arbesser and Fabio Quaranta, and the mesmerising video installation by artist Quayola whose work has previously shown at the V&A and takes viewers on an immersive journey into the bedrock of Italian art and culture.
Michelin starred chefs the Costardi brothers have created a menu inspired by their love of Italian fashion and film which is complemented by an experimental menu of Peroni Nastro Azzurro infused drinks created by master mixologist Gerry Calabrese both of which will be available throughout The House all day.
Choose from a range of both ticketed and non-ticketed events every evening in The House – create a bespoke scent guided by a professional perfumier – master the art of mixology with Gerry Calabrese – or taste the evolution of traditional and contemporary Italian cuisine with Street Feast and Italian Supper Club.
The House opens 6th – 30th November.
Monday to Saturday, 12 noon to 12 midnight.
41 Portland Place. London, W1.
No admission fee.
The House Bar
12 noon to 11pm
The House Menu Available
12 noon to 9pm
Tickets to Evening Events From
£25 – £45
Purchased via The House of Peroni website.
For more info about the events click here.