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The Galleria Campari was inaugurated in 2010 on the occasion of the 150th anniversary of the brand. It is an interactive and multimedia-based company museum, dedicated to the relationship between the Campari brand and its promotion through art and design, its history and the evolution of the product and of the bar world alike. The Galleria Campari is a centre for cultural research and production, one that sums up a lot of what has made Milan and our country so great. The real goal is the quest for beauty (Mario Botta) The Galleria Campari is to be found inside a Liberty building in Sesto San Giovanni, the first Campari production plant, opened in 1904 by Davide Campari and operative – with numerous enlargements – until 2005. Between 2007 and 2009, this industrial complex was transformed on the basis of a project by the architects Mario Botta and Giancarlo Marzorati, in order to create the new headquarters of the Campari Group and house the company museum. The brand’s strong bond with the memory of the past is reflected in the conservation of the historical building over more than a century, serving as the cornerstone of Mario Botta’s architectural project: one which valorised it and integrated it into the new building, of which it still serves as the façade. On the side walls of the historical building, two bas-reliefs are to be found, designed by Mario Botta himself drawing on two sketches produced by Fortunato Depero in the 1920s. We are our memory (Jorge Luis Borges) Galleria Campari owes its own strength to the uniqueness and richness of its Historical Archive: a truly transversal cultural goldmine, bringing together over 3,000 paper works, original advertising bills from the Belle Époque, posters and graphic art from the ‘30s through to the ’90s, footage from the classic Italian promotional show ‘Carosello’, advertisements created by famous directors as Federico Fellini, Singh Tarsem and Paolo Sorrentino; objects produced by well-known designers as Matteo Thun, Dodo Arslan, Markus Benesch and Matteo Ragni. The most part of the company heritage, considered a living memory to draw upon, has been digitalised and is presented in the form of interactive installations, dialoguing with the many works on show in their original form. Floor 0 of the Gallery is given over to the evocative telling of the history of the brand, moving along three guidelines: art, promotion and production, while on Floor 1 the product itself is placed centre-stage, through the world of the bar, featuring historic bottles and glasses, a selection of design objects and vintage merchandising items. “The first floor of Galleria Campari celebrates the artistic heritage that makes the Campari brand image so unique” comments Bob Kunze-Concewitz, CEO, Gruppo Campari. “With the second floor we wanted to honour the aperitif par excellence, paying particular attention to the product in its myriad of forms. In this way the visitor can live out an absolute Campari experience that continually evolves and renews itself with each new encounter, just as Campari itself does at every cocktail hour”. From the Museum emerges the brand’s ability to recount itself and its own contemporary dimension over more than 150 years of history through a sophisticated approach, coherent over the decades yet forever in step with the times. After all, the evocative power of its imagery has always been Campari’s main means of communication: a choice that, with graphics, billboards and commercials, has made the brand one-of-a-kind. Ever since its origins, the Campari brand has been presented through the new expressive media that have emerged over time, always maintaining a high intellectual standard in keeping with its own identity. Embracing more than 150 years of history, in a transversal and tangible manner and through both objects and images, Galleria Campari provides the means to tell so many ‘stories’, both living and real: ones of art, of architecture, of entrepreneurship, of design, of a territory, of communication, of our habits, our places, of the way we once were and the way we are now. The idea and the hope is that the company archives may serve as centres of research and cultural production, constituting genuine works of art in their own

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right: indeed, an archive is not just a collection of documents, but a “critical device capable of regenerating logics of safeguarding, the use and spread of knowledge, and of reactivating memory.” FLOOR 0 The graphic art of the aperitif: the strength and history of its imagery. There is an age-old partnership between Campari and the art of its time. Even at the end of the 19th century, taking its first steps in the field of advertising, the company entrusted its image to artists with an elegant yet incisive style to promote the properties and virtues of its products. It was an intuition of Davide Campari, a marketing man before the term even existed, for the company to open up to new and unexplored promotional languages using art. And that was the starting point for some of the most iconic posters in the history of 20th-century advertising, as well as the innovative promotional techniques to be seen in the room. The efficacy of the Campari approach lies in the way in which the company has always channelled the poetics of its advertising message, in a fusion between avant-garde entrepreneurial spirit and the creative process.

FLOOR 1 The Chambers of Wonders Floor 1 of the Gallery welcomes the visitor into a space given over to the history of the product, declined in its multifaceted representations. The narrative is developed along a series of Wunderkammern (chambers of wonders) that tell the story of Campari’s relationship with the worlds of the bar, of Milan, of packaging, merchandising and contemporary design. Through this space, Campari aims to exalt the aperitif par excellence, providing the visitor with an opportunity to experience this ever-evolving brand 360 degrees.