Tipsy tech: House of Peroni's boozy take on virtual reality

Each spring, the House of Peroni residency hits London, offering an immersive drinking experience that promises to both bend the mind and excite the palate. To do this, Peroni team up with boundary-pushing artistic talent. Recall last year's edition, where The Boiler Room on Brick Lane was transformed into a wacky dreamscape. This year's theme: virtual reality.
VR-mania has swept the art world since London's 2016 edition of Frieze, wherein Jon Rafman of Seventeen gallery created an enormous virtual snake eating its own tail (which doubled as a rather unsettling visitor seating arrangement). Since then, even traditional institutions like the Royal Academy have championed the medium, concluding its 2016 programming with a 'Virtually Real' exhibition.
'Designing a virtual reality world is therapeutic. It's escapism,' explains Fabio Giampietro, one of the artists involved in creating this year's installation. Stepping off a painfully busy Soho street into the calming, blue-tinted bar, an ethereal world begins to unfold even before you've seen a VR headset.
Artist Fabio Giampietro exploring his virtual world
A beautifully designed aperitivo and cocktail menu, courtesy of master mixologist Simone Caporale, aids the relaxation process. The Peony Peroni Bellini is a particular treat. Puréed peach is merged with Prosecco, a thimble-full of Peroni Nastro Azzuro (an unusual but successful addition) and a floral peony solution.
Once filled with a dash of dutch courage, it's time to brave the VR experience, where things amp-up somewhat. The artists and technicians involved in designing each experience have created worlds of wonder. Friends disappear, the floor vanishes beneath your feet, and the sky turns into your own private light show. Google's 'Tilt Brush' is available should visitors feel the urge to create their own 3D artwork.
VR-mania has swept the art world since London's 2016 edition of Frieze
Prepare to look foolish. On press night, one particularly animated journalist was seen enthusiastically walking into an unsuspecting barman. To prevent the otherwise inevitable smashing of cocktail glasses, an army of VR experts are on standby to hold the hands of headset-wearing guests, should they struggle to find their virtual feet.
Time will tell if VR is in danger of becoming overused and gimmicky, but for now it remains a novel experience – especially after a Peony Peroni Bellini or three.
An example of the Italian aperitivo served at the event
This year's House of Peroni residency space, on Soho's Wardour Street
INFORMATION
House of Peroni’s London residency continues until 18 March before touring the UK. For more information, visit the House of Peroni website
ADDRESS
147 Wardour Street
London W1F 8WD
Receive our daily digest of inspiration, escapism and design stories from around the world direct to your inbox.
Elly Parsons is the Digital Editor of Wallpaper*, where she oversees Wallpaper.com and its social platforms. She has been with the brand since 2015 in various roles, spending time as digital writer – specialising in art, technology and contemporary culture – and as deputy digital editor. She was shortlisted for a PPA Award in 2017, has written extensively for many publications, and has contributed to three books. She is a guest lecturer in digital journalism at Goldsmiths University, London, where she also holds a masters degree in creative writing. Now, her main areas of expertise include content strategy, audience engagement, and social media.
-
Rediscover a classic midcentury hotel in Sydney
Fender Katsalidis leads a major renovation of the landmark Sofitel Sydney Wentworth hotel, pairing 1960s modernism with an elevated, Australian-minded reset
-
Haute Couture Week A/W 2025: what to expect
Five moments to look out for at Haute Couture Week A/W 2025 in Paris (starting Monday 7 July), from Glenn Martens’ debut for Maison Margiela to Demna’s Balenciaga swansong. Plus, ‘new beginnings’ from JW Anderson
-
Inside Frank Lloyd Wright’s Laurent House – a project built with accessibility at its heart
The dwelling, which you can visit in Illinois, is a classic example of Wright’s Usonian architecture, and was also built for a client with a disability long before accessibility was widely considered
-
Guests dined on Bangladeshi-inspired cuisine at the Serpentine Summer Party 2025
The party marked the 25th anniversary of the Serpentine Architecture Pavilion – and celebrated this year’s design by Bangladeshi architect Marina Tabassum and her Dhaka-based firm
-
Rémy Martin and Anish Kapoor: art meets cognac in London
The cognac house and the artist unveiled a limited-edition XO decanter and a new sculpture in London at a recent event at the Institute of Contemporary Arts
-
Mark your calendars for Mount Street Neighbourhood Summer Festival, a feast for the senses
The event, 12-14 June 2025, showcases the mix of food, art and community in the heart of London’s Mayfair. Here's what to expect, from afternoon tea to aperitivo, film screenings to biodynamic flowers
-
Healthy chocolate? Eat it at Makers, London’s new Lebanese chocolatier
Located in Chelsea, Makers is a new ‘healthy chocolate’ shop offering treats free of refined sugar, seed oils, wheat and dairy – and it tastes delicious
-
How to build a home wine cellar
Our resident drinks writer takes us through his own experiences on building the dream wine cellar at home including his favourite wines to stock up on now
-
Inside Domaine Evremond, the UK’s first subterranean winery
‘Sparkling wine should be fun.’ We tour Domaine Evremond in Kent, a winery steeped in the English countryside
-
Sketch transforms into an English garden in celebration of Jane Austen’s 250th birthday
The 11th edition of ‘Sketch in Bloom’ nods to the most notable works of Jane Austen with budding floral installations and a quintessentially English afternoon tea
-
At the Regent Street Sensorium, architectural jelly sculptures are designed to ignite the senses
Delve into the history of London’s Regent Street through a jellyscape, a fragrance cloud and more – plus, for the event’s final week, two new immersive workshops (ends 27 April)