Campari Art Label A gift for the lovers of Campari: three artworks in limited edition to celebrate the 150th anniversary of the brand
Campari Art Label
A gift for the lovers of Campari: three artworks in limited edition
to celebrate the 150th anniversary of the brand
Sesto San Giovanni, March 2010 - For Campari's 150th anniversary, an ambitious and innovative project focuses on its label, one of the distinctive and fundamental elements of this iconic aperitif.
avaf, Tobias Rehberger and Vanessa Beecroft are the three contemporary international artists, selected by the curator Caroline Corbetta, who have taken part in the Campari Art Label Project which aims at confirming and resuming the link between the brand and art in all its multiple forms. Campari has chosen to thank its own consumers selling bottles with artistic labels, real works of art, in limited edition.
The Campari Art Label project offered the three artists the possibility to express their personal interpretation of Campari in the label. Starting from the essence of the colour red and from the achievements obtained by this internationally famous aperitif, the artists created three different art works featuring three diverse aesthetic identities.
“This project represents the occasion to give a memento of our 150th anniversary to our consumers - says Cesare Vandini, Group Marketing Director, Gruppo Campari. This milestone anniversary is a starting point not a finishing post. Tradition has allowed us to look at Campari as a continuously evolving brand and our goal is to continue to establish ourselves as a pioneering leading brand, dictating and interpreting new trends and cultures.”
Campari has commissioned to avaf, Tobias Rehberger and Vanessa Beecroft the task of delivering a message that goes beyond the art language in order to involve a wider audience. These artists have been already hallowed by their participation to the most important art exhibitions, from the Venice Biennale, the Bienal de São Paulo to several art shows at the most prestigious museums of the world such as the MoMA, the Guggenheim in New York, the Moderna Museet in Stockholm or the Kunsthalle in Basel.
The three labels are different but complementary and together they create an exclusive collection that describes the various facets of the universe of Campari.
avaf, an art collective who label themselves as “nomads”, presents an extravagant and cross-bred artwork, a typical example of their style. Their interpretation translated into a strong and independent female image a cross-breed between the jazz 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.” Like Campari, avaf has a small secret: Campari has been keeping its recipe strictly confidential since its origins; this collective’s mystery is the fact that only one spokesman appears in public and he is always disguised by masks realized by the artists of the group.
Even Vanessa Beecroft, the well-known artist celebrated for her performances and her watercolours, expressed her own art for Campari focussing on the female image, coherent with her art vocation that uses women’s prototypes to project the artist’s own image. She imagined an ethereal female character wrapped in a fantastic head of hair, red, like the glass of Campari she is holding. “A symbol of beauty, elegance and charm, gifts that Campari has been giving to the public for 150 years” states Beecroft.
Tobias Rehberger completes the artistic picture of Campari Art Label: his neo-rationalist world comes to life by means of digital design. His Campari label is built around the concept of a “magic potion", a “bewitched beverage” emphasized by the bright colours employed in his art work. “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.
The Campari bottles with the artistic label will be marketed in limited edition at international level in three sizes of 0,70, 0,75 cl and 1l, from March 2010.