Campari’s 150th anniversary art label limited editions
Campari’s 150th anniversary campaign introduces three new limited editions labels by three different contemporary artists: Tobias Rehberger, Vanessa Beecroft and art collective avaf.
The three labels, chosen by curator Caroline Corbetta, are part of the Campari Art Label Project, designed to confirm and resume the link between brand and art. Campari’s art posters of the early 20th century are well known as stand-alone works of art; Campari continues the tradition with a tryptich of complementary labels featuring three diverse aesthetic identities.
“This project represents the occasion to give a memento of our 150th anniversary to our consumers” – said 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.”
avaf, an anonymous art collective who label themselves “nomads”, presented 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,” explained avaf, “to create something like a goddess, an icon.”
Vanessa Beecroft, celebrated for her performances and her watercolours, also focussed 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,” said 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,” explained Rehberger.
The Campari limited edition bottles with the artistic labels will be available in 700ml for $42.99 from August 2010.