London remembers the hazy days of 1960s alcohol advertising with Campari
This summer, London’s Estorick Collection is serving a tall glass of visual history. In ‘The Art of Campari’, the Canonbury Square gallery traces the bitter elixir’s pioneering approach to advertising. Drawn from Campari’s extensive archives in Milan, the show spans the original Belle Époque posters, through its revolutionary campaigns of the 1920s, culminating in the elegant designs of the 1960s.
The storied ruby-red aperitivo has a rich heritage in creativity and design. Founded in Milan in 1860 by Gaspare Campari (1828-1882), it was under his son Davide Campari (1867-1936) that the company pursued a more dynamic approach to marketing, harnessing the emerging power of the poster. Aiming to create a sophisticated brand profile, by the early 1900s Campari was working with some of the most celebrated poster designers of the day: Leonetto Cappiello, Marcello Dudovich, Adolf Hohenstein, and Marcello Nizzoli.
Initially attuned to an art nouveau sensibility, it was the visual punch of campaigns created by futurist artist Fortunato Depero that became Campari’s most celebrated commissions, from the mid-1920s onwards. Populated by his trademark puppet-like characters, Depero’s bold, witty and geometric designs modernised Campari’s look, creating an unmistakable identity that remains with it to this day. Depero’s perceptive belief that the publicity poster would be ‘the painting of the future’ continued to be reflected in Campari’s post-war commissions, and many of his original designs have been repurposed on contemporary labels, helping Campari achieve its nostalgic, tipple-of-yesterday aesthetic.
Like the Campari recipe of bitter herbs and aromatic plants (which remains unchanged since its 1860s inception) the brand’s graphic identity has been consistent in its commitment to glamour and artfulness. Each poster in the collection emits a timelessness, matched by the Milanese malt.
Chase-up your trip to ‘The Art of Campari’ with a Negroni at one of our handpicked London cocktail bars...
INFORMATION
Until 16 September. For more information, visit the Esoterik Collection website
ADDRESS
39A Canonbury Square
London, N1 2AN
Wallpaper* Newsletter
Receive our daily digest of inspiration, escapism and design stories from around the world direct to your inbox
Elly Parsons is the Digital Editor of Wallpaper*, where she oversees Wallpaper.com and its social platforms. She has been with the brand since 2015 in various roles, spending time as digital writer – specialising in art, technology and contemporary culture – and as deputy digital editor. She was shortlisted for a PPA Award in 2017, has written extensively for many publications, and has contributed to three books. She is a guest lecturer in digital journalism at Goldsmiths University, London, where she also holds a masters degree in creative writing. Now, her main areas of expertise include content strategy, audience engagement, and social media.
-
Lexus installation explores time at Milan Design Week 2024
Lexus brought designer Hideki Yoshimoto’s ‘Beyond the Horizon’ to Milan’s Art Point, part of its ongoing series of collaborations with Fuorisalone
By Nargess Shahmanesh Banks Published
-
Cult 1960s boutique Granny Takes A Trip gets a sustainable reboot
Founded on King’s Road in 1966, ‘radically creative’ fashion store Granny Takes A Trip is being reimagined for a new generation. Dal Chodha takes a closer look
By Dal Chodha Published
-
Find yourself at Six Senses Kyoto, the brand's breathtaking Japan debut
Six Senses Kyoto opens its doors boasting tranquil, luxurious interiors by Blink Design Group
By Danielle Demetriou Published
-
First look at Samba Room, London’s innovative cocktail lounge packed with Brazilian energy
London’s Samba Room, an extension of SushiSamba, is a dynamic bar, lounge and private dining space designed by Fabled Studio
By Tianna Williams Published
-
Reborn distillery Port Ellen welcomes Islay whisky pilgrims with smoky delights
The resurrection of Islay whisky distillery Port Ellen has been hailed by connoisseurs, among them Neil Ridley, who explored the smoky delights of this Scottish west coast gem
By Neil Ridley Published
-
The Connaught Bar shakes up home cocktail making with first book by Phaidon
'The Connaught Bar: Recipes and Iconic Creations' by Phaidon allows anyone to elevate their cocktail making at home, for every occasion
By Tianna Williams Published
-
Claridge’s new restaurant is a beacon for art deco elegance and fine dining
Claridge’s new restaurant, designed by Bryan O’Sullivan, is a redefined London brasserie richly layered in decadent style and cuisine
By Melina Keays Published
-
Josephine is a classic French bistro in London, built on comfort and authenticity
Josephine opens in London’s Chelsea, serving up French bistro classics and family recipes
By Tianna Williams Published
-
Step inside London’s first Scottish deli, dishing up wee plates and hearty scran
Auld Hag-The Shoap is London’s first Scottish deli. Discover fridges and countertops brimming with produce celebrating the best of Scotland’s culinary heritage
By Tianna Williams Published
-
NoMad London introduces afternoon tea with a New York twist
NoMad London serves up an afternoon tea menu spanning from elegant finger sandwiches to elevated New York street food classics
By Tianna Williams Published
-
First look inside St John at Fortnum & Mason, bringing nose-to-tail to Piccadilly
St John at Fortnum & Mason opens for three weeks, securing your nose-to-tail fix while the restaurant’s Smithfield home is refitted
By Robert Johnston Published