Davide Campari was a fascinating character. In the early years of the 20th century the company heir set out to explore the potentials of art and ideas in creating a strong, global brand. Eschewing conventions, he joined Milan’s artistic circles, becoming intimately linked with the avant-garde who helped create product design such as the brilliant Campari Soda bottle, daring poster art and advertising – design that were hugely radical for their time and remain fresh today.
Federico Fellini made mini films for Campari; Marcello Nizzoli, Leonetto Cappiello, Bruno Munari, the Italian Futurists and, in particular, the brilliant Fortunato Depero all worked with the company in creating art work – Munari’s 1963 Declinazione grafica del nome Campari now hangs in the MoMA, New York. Today, Campari continues to endorse the arts, most recently working with The Great Beauty director Paolo Sorrentino for the Campari film The Killer in Red.
La Vita Campari tells the story of this pioneering brand. Written by me and created by Spinach with Campari, it is about a company immersed in arts and ideas – one with a unique vision to use great design, branding, advertising (and an intriguing product) to help build a global brand.
For the book, the team went to Milan, the city in which Campari was born and remains so closely linked. They took on-location photography capturing Campari in its ideal setting, within a city that is at once beautiful and brutal. At the studio in London, Spinach photographed the classic Campari cocktails – Milano Torino, Americano, Negroni, Boulevardier, Negroni Sbagliato, Milanese G&T and Campari Tonic. Elsewhere, original poster art and advertising from Galleria Campari offer a glimpse into a brand immersed in the creative world.