MILAN: Campari Gallery and Isola district

Previously on my Milan Series, I enjoyed a delicious risotto after viewing classic Italian art.

[November 2017] – By appointment only, the Campari Gallery is a guided tour of the liqueur’s historical ad campaigns.

Located inside the original brick building set in the Campari complex at Sesto. The 1.5 hour tour guided us through the history of Campari’s use of art in advertisement; from paintings, sketches, photography and video. Displays of original art made by famous artists exclusively for Campari. Examples included newspaper and magazine ad campaigns, billboards, limited calendars, and TV ads.

The second floor housed a collection of Campari’s famous bottle designs throughout the group’s years of innovation in brand recognition and industrial design. In addition, many of the brand’s marketing giveaways and knick-knacks were on display; from ashtrays and glasses, to tram handles and store displays.

I recommend this museum to those interested in art in advertisement (or advertising with art). The Campari Gallery is located just off the Sesto 1 Maggio stop on Metro 1 (red). And, again, I stress that reservations must be made for specific timed group tours.

Later that morning, we took the metro to visit the new to me neighborhood of Isola.

 

We stopped at piazza Gae Aulenti – the latest addition to Milan’s skyline – under the UniCredit tower. The semi-circular piazza was bordered by retail stores; at its center a fountain where we stumbled upon a model posing for a photo shoot.

After a quick lunch with the Milanese office workers, we strolled over for a view of the famous Bosco Verticale buildings. Each balcony hosted full lush green pants, giving the deluxe condo complex its name; meaning vertical forest.

  • Galleria CampariViale A. Gramsci 161, Sesto San Giovanni, Milano

[Next: Pastel cafe and very contemporary art.]

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