The House of Peroni will open its first New York space today.
Since 2013, the Italian beer brand has launched temporary creative hubs that have been curated by makers including art director Simon Costin, architect Andrea Morgante and Margherita Missoni.
For its New York debut, Peroni tapped filmmaker Francesco Carrozzini to pull together a roster of artists who will participate in talks, create installations or perform. Vanessa Beecroft will open the event today with a talk at 2 p.m. about video screening — a video installation highlighting her work is on view. Costume designer Catherine Martin will speak on Sunday and has put together an exhibit titled “Bizarre Love Triangles,” which will showcase original costumes from three popular projects she’s worked on: “Moulin Rouge,” “The Great Gatsby” and the Netflix series “The Get Down.”
“Francesco is my neighbor,” Martin said. “He, my husband and I struck up conversations about the House of Peroni and doing something for it that explored fashion and film.”
Carrozzini, who recently premiered a documentary about his mother, Vogue Italia editor Franca Sozzani, at the Venice Film Festival, said he wanted to bring together people he admires or wanted to work with.
“It’s kind of like curating a mini art and culture festival,” Carrozzini said. “I think it’s a great formula and a great way for a brand to sponsor art and do something useful other than show their own product.”
Carrozzini celebrated the opening Wednesday night during a private party at the space. Attendees included Solange Knowles, Tali Lennox and Louisa Warwick.
The House of Peroni will be open to the public through Sunday.