Sesto San Giovanni, Campari Gallery gets a makeover. Special initiatives for the museum's new look

Opened in 2010 on the occasion of the company’s 150th anniversary, Galleria Campari, a corporate museum entirely dedicated to the relationship between the Campari brand and its communication through art and design, is getting a makeover. And it presents a roster of important new features to improve the museum’s offerings to the public, directed by Paolo Cavallo.

Thirteen years after its inauguration, the main innovation concerns the layout of the museum, arranged on two floors, which is now enriched with never-before-exhibited works from the Campari archives, and the new calendar of openings to the public, which now includes all weekends and several holidays. In addition to this, Galleria Campari offers innovative ways and tools to enjoy the collection, including audio guides accessible through apps and a new multifunctional room for talks and special appointments for the public, inaugurated with Art and Mixology the monthly evening event dedicated to the link between the art of Campari communication and the world of Cocktails. Given the great success with the public, the exhibition Depero Campari: black and white in color, set up last year to celebrate the 130th anniversary of the birth of Fortunato Depero, the futurist artist who became a historical icon of the brand through the works created for Campari in the decade 1926-1936, is extended until Sunday, April 16, 2023.

The renovated exhibition itinerary

Galleria Campari, for 2023, has completely renovated the two floors dedicated to the exhibition of works from the Campari archives, including more than 50 new works, including sketches, objects and original posters that did not appear in the previous layout, in the visitor route. On the ground floor, a new section is dedicated to the graphics and advertisements that have made Campari’s history, also presenting commercials made by great film directors such as Federico Fellini, Stefano Sollima, Paolo Sorrentino, Tarsem Singh and Matteo Garrone.

The second floor features an immersive exhibit dedicated to design and merchandising-a sector in which Campari has always been a forerunner and innovator-with vintage bottles and memorabilia presented in a space redesigned to encourage the free flow of visitors. Galleria Campari is an ongoing museum that aims to document all the innovations and collaborations between the Campari and Campari Soda brands and the world of art and design. Such as Campari Soda’s recent projects with Alessi and Giulio Iacchetti on the occasion of Design Connection 2022, and the design project carried out with Marco Oggian in 2021. The new layout has been enriched with a multifunctional room that can accommodate up to fifty seats, used for talks, presentations, and special appointments for the public.

Starting this year, the Gallery will renew its hours and opening days: now the museum is open every weekend from 10:30 am to 6 pm. In addition, the museum will also be open on some popular public holidays: in 2023 it will be open on Angel Monday (this year April 10), April 25, May 1, June 2, November 1, December 7, 8 and 26. During the week, the Gallery remains accessible by reservation with guided tours two afternoons a week, Wednesday and Thursday afternoons, and one Tuesday a month with the evening Art and Mixology tour. From 2023, the Campari Gallery, in connection with the profound renovation and increase in cultural proposals and after offering free access for 13 years, will insert a ticket fee to access the museum (€12 full, €8 reduced).

Innovative fruition tools and special appointments

For visitors who wish to discover the museum independently, audio guides have been created that can be used directly from a smartphone with free access via web-app. The offer includes three routes differentiated according to the specific needs of visitors: CAMPARI TOUR lasting 45 minutes, with 30 points of interest that tell the story of the brand through an evocative journey through architecture, art and design; CAMPARI ART AND MIXOLOGY TOUR lasting one hour and 15 minutes, with 30 points of interest plus a choice of 17 thematic insights dedicated to art and mixology; 20-minute CAMPARI SMART TOUR with 15 key points of interest, dedicated to discovering the history of the Campari brand through the most relevant events and works of art in the collection.

In the new multifunctional room once a month, the Gallery offers Art and Mixology, an appointment that consists of a guided tour in two voices, led by an expert from Galleria Campari and a bartender trainer from Campari Academy, the training school for bartenders. During the visit, the two guides will take turns narrating through sketches and posters the history of Campari advertising and the world of Bitter Campari product and mixology. At the end of the visit, the bartender will present the basic steps for making an iconic Campari-based cocktail, which will then be served with an aperitif included in the experience. The special visit takes place on approximately the second Tuesday of the month from 7 to 9 p.m. For 2023, the evenings of April 4, May 23 are scheduled. The full schedule will be available on the Galleria Campari website.

Extension of the exhibition Depero Campari: Black and White in Color.

Extended until Sunday, April 16, 2023 Depero Campari: Black and White in Color, an exhibition celebrating the 130th anniversary of the birth of Fortunato Depero, the brand’s iconic futurist artist. The exhibition delves into the artist’s decade-long collaboration (1926-1936) with Campari. The tour includes materials from the Campari archives alongside loaned works that further testify to the relationship between Fortunato Depero and the famous bitter: the Squisito al Seltz (1926), from a private collection, and Se la pioggia fosse di Bitter Campari (1927), belonging to the Mart museum in Rovereto. The title chosen for the exhibition draws inspiration from Fortunato Depero’s graphics characterized by the use of black and white as they were made to be printed in newspapers as brand advertisements. Nonetheless, the communicative charge of these advertising sketches was so powerful that they created senzazioni with infinite nuances, such as the famous Distrattamente misi un Bitter Campari in Testa (1928) and L’Ora del Bitter (1931).

GENERAL INFORMATION Galleria Campari HQs Campari Group Viale Antonio Gramsci 161, Sesto S. Giovanni (MI) T. 02 62251

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Sesto San Giovanni, Campari Gallery gets a makeover. Special initiatives for the museum's new look

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