CamparinoCampari’s Famed Bar Returns | 0 Comments
THE CAMPARINO RETURNS TO THE GALLERY
The Camparino, historically known as the bar of the Campari brand, returns to the Vittorio Emanuele II Gallery in Milan. The new modern interpretation of the famous original sign has been designed by the master Ugo Nespolo.
The Camparino, one of the symbols commonly associated with Milan, alongside fashion and design, was the place that gave birth to the tradition of the aperitif, the brand then successfully playing on this concept and diffusing its popularity both nationally and internationally.
“We are extremely proud to be able to again call the flagship bar of the Campari brand ‘The Camparino,’ traditionally the Mecca par excellence for aperitif-drinkers from Milan and further afield in the world,” comments Andrea Conzonato, Chief Marketing Officer, Gruppo Campari. “With this project, Campari will return to the symbolic location of its origins in the bar that witnessed the birth of the aperitif as a unique moment heralding conviviality and good company.”
The Camparino will be a place where visitors can experience a true Campari “full immersion”; with an eye on the future but a hand firmly on the wheel that once navigated over its origins on the way to making the brand a household name: a place where people can meet and exchange ideas in the run-up to Expo 2015.
Davide Campari opened the Camparino in 1915 as the younger brother of Caffè Campari, the establishment his father Gaspare had opened in 1867 not only to serve the aperitif, but also to serve as a restaurant. From the very beginning the Camparino became the hub of Milanese life and of the fashions sported by its patrons. Caffè Campari was the busier, trendier bar, but it soon had to make way for the younger Camparino, that had gained ground thanks also to an innovative system guaranteeing a continuous flow of soda water directly from the cellars, so offering its many clients a Campari and soda that was always perfect and chilled to a tee.
On the trail of the European artistic renewal, the Camparino intercepted change and became a vehicle for innovation. In the early 1900s art nouveau was all the rage in Europe, and the Camparino flamboyantly incorporated inlays and geometrics into its furnishings in full Liberty style thanks to the cabinet-maker Eugenio Quarti, the painter Angelo D’Andrea and to Alessandro Mazzuccotelli, a master of ironwork.
The Camparino is the location where a routine aperitif becomes legend, where celebrities mingle with ordinary people. It has witnessed the birth of some of the trends that would spark the styles to become popular in the years to come, and it was the privileged setting of the most sincere political debates. It is the favourite location of the city’s pacesetters, a breeding ground for new ideas, a place where thoughts and concepts mingle, accompanied by the restorative flavour of Campari.
Today, as was true back then, the Camparino is a place that welcomes new trends and rituals with a strong cosmopolitan influence. The type of experience that is as familiar to the brand as it is to Campari’s birthplace.
The Camparino will continue to be managed by Orlando Chiari and Teresa Miani, respectively the son-in-law and daughter of Guglielmo Miani, the Apulian tailor who arrived in Milan in 1922 and who purchased the licence of the bar, then called Caffè Zucca, from those who had in turn purchased it from the Campari family.
Orlando Chiari comments on the new sign as follows: “For Teresa and me to be chosen by Campari is a dream come true, just as it was for my father-in-law back in the 60s. We will continue to manage the Camparino with the same passion and dedication for this kind of work and for our Caffé that has been passed down to us by Guglielmo Miani. We will maintain both the old splendour and style but will invest an impetus in the bar that looks towards the future. This is a project that we will complete with great enthusiasm, working together with Campari in order to be key players in the Expo project and so in this way celebrate the 100th anniversary of the Camparino”.
Ugo Nespolo is the master responsible for designing the new Camparino sign, an essential mix of tradition and innovation produced by an artist who has worked with Campari on Italian and international projects for many years. Some of Nespolo’s works are on display at the Galleria Campari, at the Group Headquarters at Sesto San Giovanni.
Master Ugo Nespolo describes the new design of Camparino
Camparino is the place traditionally associated with Campari, which is in turn the symbol of Milan and of the aperitif in international circles, and it is for this reason that I immediately got the feeling that the Camparino project in the Gallery would be something different and intriguing. It was therefore with great enthusiasm that I confirmed I would collaborate.
The image that inspired me was that of the painting by Boccioni “Riot in the Gallery” (Rissa in Galleria), an explosion of colours, the expression of the history and the movements that the Gallery has experienced, in its privileged status as the backdrop for political, cultural and artistic debates. Long periods of study and many experiments were needed to reach the end result, the key elements of which are its simplicity and lifelikeness.
Having to intervene in a bar located inside the Galleria Vittorio Emanuele II implies meeting various restrictions head-on and having to adhere to precise standards from an iconographic and stylistic viewpoint.
In fact, when creating the sign, the very presence of such limits made me face the challenge in hand with an added creative stimulus, resulting in a design that celebrates the spirit of the Camparino.
My objective was two-sided: on one hand, to preserve the style and tradition that live side by side in the Camparino, on the other, to give this meeting-place, this social haven, a modern vibe: one that looks towards the future, making it the mecca par excellence for aperitif-drinkers both in Milan and worldwide.”
This is how the master Ugo Nespolo describes the latest in a series of projects he has worked on with Campari, in which he provided the spark of genius needed to begin the renovation work on the Camparino sign in Galleria Vittorio Emanuele II in Milan. Each of the works Nespolo has completed for Campari has involved the history of the brand’s culture, and over the years the artist has given free rein to his creativity, establishing a relationship with the brand that goes beyond all limits.
In 2010, to celebrate 150 years of the brand, Nespolo designed the label of a limited edition bottle that extolled Milan and the tradition of the aperitif. This same label was the inspiration for an installation that overlooked the three archways of Milan’s Central Station for 60 days. His imagination interpreted Campari’s growth as a bottle-shaped spaceship hurtling through a cheerful, colourful orbit.
One of Nespolo’s most important projects for Campari was that completed in 1990, for the World Cup in Italy. A perfect example of different languages that never enter into conflict. Ugo Nespolo works on a billboard or an advert regarding football as a moment of joy, a game and a common ritual. The advert is the result of the electronic version of four photographs depicting the draft, producing in the printed form the same dynamic effects as those obtained in the film.
Campari selected Nespolo because he is one of the most astounding artists on the Italian scene for various reasons. He refuses to distinguish between categories of art and is not afraid of testing his strength using a range of modern media forms, from cinema and advertising to photography and the computer.
Camparino in the Gallery is only one in a long line of initiatives in which Campari has succeeded in capturing the power of advertising and presenting it in an innovative way, thanks to the collaboration of great artists such as Cappiello, Dudovich, Depero, Munari and Fellini, whose works are on show at the Galleria Campari in Sesto San Giovanni, at the Gruppo Campari Headquarters.