An ambitious and innovative project which aims at confirming the link between the brand and Art in all its multiple forms.
The label offers the artists the possibility to express their personal view and interpretation of Campari soul.
Inspired by the essence of the colour red and from the achievement obtained by this internationally famous aperitif, the artists created different artworks featuring diverse aesthetic identities bound up with the expression of a never-ending passionate beauty.
The project, representing the occasion to give a memento of 150th anniversary of Campari, is a starting point not a finishing post. Campari prove itself to be a continuously evolving brand, capable of dictating and interpreting new trends and cultures.
The Art Label Project goal is to create an evolutionary path, in which every label is a new milestone of a prismatic mosaic spreading the Campari esprit.
Timeless expression of beauty. Forever.
Campari is delighted to unveil its limited edition Art Labels featuring a sketch by Futurist artist Fortunato Depero, reimagined with the use of contemporary colours. The 2015 Art Labels feature a Campari pavilion designed in 1933 for an international exposition held in Milan, and proved to be the perfect choice for this year as the 2015 Universal Exposition (EXPO) is being held in Milan from May to October. 2015 is also the International Year of Light, a global initiative which highlights the importance of light and optical technologies. It is for this reason that Campari decided to illuminate the black and white sketch through the advice of Francesca Valan, an Italian colour expert who collaborates with X-Rite Pantone, the global colour authority. The three Art Labels were crafted to generate a standout effect similar to that of a neon sign, which allows Depero’s futuristic sketch to jump out further and brings the labels effortlessly into the 21st century.
The Art Labels are a modern reinterpretation of a number of works by Fortunato Depero, one of the most representative artists of the Futurist movement who had a long association with Campari. The first label was inspired by a black and white ink sketch made on paper in 1928. It was a graphic study made for Campari, closely recalling aperitif time, revisited and re-colored, presented on a green background with the color red in strong evidence.
The second label on a yellow background depicts a collage dating back to 1927. The image takes up a sketch, the original of which is kept in the archive of the Galleria Campari collection, created by the artist with colored pencils. It represents the pleasure and passion of enjoying a Campari: the most evident detail of the portrayed character is his heart, which is colored as the liquid in the glass.
The third Art Label,which completes the collection, on a purple background, the only one already created in color, is a 1928 illustration created by Depero with the collage technique. The work depicts the iconic little man of Fortunato Depero during the tasting of a Campari. The combination of colors has a particular impact and is also emphasized by the red liquid of the product.
Paying homage to the famous Leonetto Cappiello’s “Spiritello”, Italian artist Ugo Nespolo has reinterpreted the famous artwork for the Campari’s Limited Edition 2012.
The label is designed to celebrate Campari’s love of art. By bringing a colourful and eye-catching twist to this classic, as well as a contemporary edge, the aim of the Campari Limited Edition is to offer an exclusive work of art in an approachable fashion.
Romero Britto creates contemporary masterpieces that evoke a spirit of hope and convey a sense of warmth.
“As soon Campari commissioned me to create a special label, I thought about the way the brand has reinvented itself over the years, and the intense emotion that it always transmits. This is why I have chosen to adapt the work of art ‘New Day’ featuring the sunrise, a newborn day, together with one of my signature elements, the heart, to illustrate this. I believe art is too important not to share, and with this label I wanted to show that Campari is also too important not to share” states Britto.
Assume Vivid Astro Focus (AVAF) label themselves "an international art collective with artists born anytime between the 20th and 21st centuries in various part of the world and nomads". Its creation portrays a strong, independent female who is a combination of jass singer Nina Simone and the Egyptian queen Nefertiti. "We wanted to enrich the Campari female world - explains AVAF - to create something like a goddess, an icon".
AVAF has a little secret: the one spokesman who appears in public for the collective wears a mask to conceal his identity.
His Campari label is based on the concept of Campari as a magic potion due to its red colour and summarized by its iconic label, in his proposal deconstructed and rebuilt with the bright colours he frequently uses in his artwork.
"My work is abstract and it is open to various interpretations, like Campari. Similarly to my work, a Campari is like no other existing drinks: it is unique and well recognizable even when mixed in cocktails. My works are alike for their uniqueness" explains Rehberger.
This artist, famous for her performances and watercolors, started to acquire international fame thanks to her striking live performances and the videos and photos documenting them.
In this project Vanessa Beecroft used the female image for her artistic interpretation of Campari. Consistent with much of her art, the ethereal female has a fantastic head as red as the glass of Campari that she is holding.
"A symbol of beauty, elegance anf charm, gifts that Campari has been giving to the public for 150 years" states Beecroft.