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

Where Milan - - CONTENTS -

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

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