House of Peroni

  • Ash McMahon
  • Andrew Wilkie
  • Louis Haines
  • Clare Considine
Tasked with curating a six-week residency in East London to celebrate Italian creativity, we presented the House of Peroni. In partnership MC & Saatchi, we programmed 22 artists to compliment the activation’s other pillars of Food, Drink and Style.
We secured Italian ambient music icon Gigi Masin, to deliver a soundtrack that would play throughout the activation. Little known for much of his career, Gigi has seen his profile and popularity rise through his Gaussian Curve project with Young Marco and Johnny Nash, released on Dutch imprint Music from Memory.
As well as Gigi, we also confirmed italo-disco pioneer Daniele Baldelli, Italy-via-Berlin duo Discodromo and Horse Meat Disco’s Severino amongst the 12-date event programme.
House of Peroni garnered coverage across titles such as DJ Magazine, Resident Advisor, Decoded and Nube. Brand awareness among ‘trendsetters’ rose to 24% – the highest result for any Peroni activation in Europe.