New York, NY – AUGUST 16, 2017 – Peroni Nastro Azzurro, Italy’s No.1 premium beer, is pleased to announce the second annual U.S. installment of The House of Peroni, the brand’s acclaimed showcase of fashion, art, film and culture. Curated and designed by GRAMMY® award-winning singer-songwriter and multi-instrumentalist, St. Vincent, the three-day pop-up experience will once again spotlight and celebrate a dynamic range of forward-thinking artists and craftsman October 5th – 8th, 2017 in New York City’s SoHo neighborhood.
The event series will be conceptualized and executed by a visionary curatorial team, hand selected by St. Vincent, from a variety of creative disciplines. Spanning from live performances, to panels, to art and design highlights, each vertical will personify The House’s rich, vivid and imaginative ‘Memphis’ motif born in 1981 in Milan. The House will also feature an intricately designed cafe lounge for guests to socialize, relax and be inspired.
The ‘Memphis’ motif is known as a reinvigoration of Italian design, reflecting strong geometric angles and rich hues and patterns, but still possessing a systematic, effortless tone reminiscent of classic Italian style. St. Vincent will be additionally drawing upon the surrealism of Fellini and the liveliness of modern Italian culture to bring an unexpected design that is rebellious, yet refined.
Originally debuting in London in 2013, The House of Peroni arrived in the U.S. in the Fall of 2016 with a dynamic inaugural series curated by renowned photographer and director Francesco Carrozzini. Featuring artistic collaborations with Italian contemporary artist Vanessa Beecroft, award-winning costume designer Catherine Martin, and London-based sound designer Max Cooper, the programming also brought musical performances from LCD Soundsystem’s Nancy Whang, Oberhaufer, and Jamie N. Commons. The House was attended by some of the most noted industry figures in New York City and beyond, including Anna Wintour, Bee Shaffer, Tali Lennox, Solange Knowles, Baz Luhrmann, Victoria Gucci and more.
“After much success the first year, we jumped at the chance to enhance and expand The House of Peroni in the U.S.,” said David Schmid, marketing director for Peroni Nastro Azzurro. “St. Vincent is an artist of many forms and brings genuine creativity and a distinct style to all that she does. We believe she is the definition of today’s modern artist and we’re thrilled to see her apply the cornerstones of Italian style to bring our brand world to life.”
St. Vincent’s artistic expertise spans across numerous disciplines alongside her music, making her the ideal candidate to curate this expansive series. From garnering critical acclaim by Sundance Festival for her 2016 directorial debut of The Birthday Party, to partnering with leading luxury brands such as Marc Jacobs and Tiffany and Co., St. Vincent’s ear and eye for all areas allowing for creative expression are ever-present in her range of work. Never ceasing her momentum, the artist is preparing for her highly anticipated world tour beginning in London this October.
The House of Peroni will expand its stateside presence with additional activations in Los Angeles and Miami this fall.