MARGHERITA’S MOMENT: Peroni has tapped Margherita Missoni as its master of style, WWD has learned. In her role, the Missoni scion will design installations and interiors for the brand’s House of Peroni, which this year is based in East London.
The House of Peroni Residency will open on May 19 and run through July 1 at Proud East, the café, gallery and library space in Haggerston. There will be mixology classes, Italian culinary master classes and private dining experiences, run by Peroni.
The project is a personal one for Missoni, who has been working alongside the artist and set designer Petra Storrs, whose clients includes Lady Gaga and Florence and the Machine. Each year the Italian brewer’s residency has a different theme, and this year’s is “For the Love of Italy.”
“The concept needs to inform the five senses and it has to be very imaginative and surreal,” Missoni told WWD.
“I focused on my own personal point of view towards Italy, which is related to the north, Milan, the countryside, the nature. It refers to where I grew up — and to my own rituals. So the experience will be about waking up in these places and the colors that appear one after the other, and the noises that I hear in the morning, and the smells, and coming out of the world of dreams and moving on to the actual day, as life starts.”
Missoni said the project is different from other things she’s done in the past, which include modeling, designing and acting. “Petra is this amazing head designer, who’s worked with great institutions, photographers and designers as well. She’s going to make my ideas reality. It’s been really a treat for me to be able to have someone like that put into reality what I was imagining.”
The sunrise on Monterosa, in Italy’s northwestern Alps, will also be featured. “There’s a pink mountain that appears in front of me every morning,” said Missoni. “And the dewiness of the air there — all these elements will be created in the residency and translated into food, smells, drinks. All the senses will be involved.”
The master of style’s role has evolved over the years. Previous names to have worked with Peroni include architect Andrea Morgante, art director Simon Costin and the art director and set designer Rhea Thierstein.
Launched in 2013, the House of Peroni has been located in different parts of London, including Great Portland Street and the Truman Brewery, near Spitalfields Market.
A Peroni spokesman said Missoni is very much inspired “by her surroundings, her heritage and her country of birth. Her strong fashion and design upbringing is an inherent part of her, and this manifests itself in a clear direction as to how her ideas translate into her designs and art.”
Asked whether she’s a beer drinker, Missoni said she most certainly is. “I like beer, I do,” she said. “You ask for a Peroni, you don’t need to specify that it’s a beer. It’s a commonly used name, it becomes a word on its own in Italy so that is part of my upbringing and my culture.”