SIGHTSEEING & MUSEUMS
An icon of Italian taste and style, the Campari brand needs no introduction. However, few people know that behind its famous red logo there lies a long history of art and design. By Elena Peverata
Galleria Campari, a museum of art and design, just waiting to be discovered
Campari’s longstanding relationship with art spans one and a half centuries. The brand’s spectacular historic archives and museum
of art and design tell the story of the evolution of the famous red aperitivo’s advertising campaigns. Galleria Campari, currently the headquarters of the Campari Group, is located in a beautiful Art Decò building. Originally the site of the brand’s first production plant, the building was renovated by renowned architect Mario Botta in 2010. The first floor of the museum showcases advertising materials and commercials. Here, visitors can watch videos of Campari campaigns including the famous commercial by Federico Fellini, plus recent videos of Campari Calendars. The walls are covered with an assortment of
images and posters from the brand’s vast graphic archives, including works by artists such as Marcello Dudovich, Bruno Munari and futurists Fortunato Depero and Nicolaj Diulgheroff. The second floor is entirely devoted to the evolution of the product: an inspiring journey into the world of Campari shapes and colours including shakers, glasses, menus, ashtrays, dating back to the 60s and 70s. Other highlights featured include advertising signs, memorabilia and design
objects that have marked the history of communication. Red, the hallmark colour of the Campari soda bottle designed by Depero in 1932 dominates throughout. >> www.campari.com Galleria Campari. Viale A. Gramsci, 161. Sesto San Giovanni, Milano. T: 02 62251. Free tours and by appointment.
The Campari museum offers visitors insight into the power of advertising