The exhibition is curated by Marta Sironi BOLD! Campari typographical declinations: Munari, Depero and beyondin Sesto San Giovanni in business museum built on the ancient production site of Campari based on a project by Mario Botta e Giancarlo Marzoratiis an archive journey that enhances beyond 160 works, many of which are unpublishedincluding billboards, sketches, books, drawings and tables. The works, which harken back to one of the golden periods of Italian typography and graphics, tell of the constant commitment to research and innovation with which Campari has always been associated. The company, since its foundation, has in fact been attentive to brand recognisability and aware of the value of the design-art combination.
Everywhere the Campari logo, which has remained the same since the 1920s, is at the center of the exhibition which brings together a selection of works created by artists spanning the history of the twentieth century, including Bruno Munari, Fortunato Depero, Marcello Nizzoli, Erberto Carboni, George Guillermaz, Sergio Tofano, Primo Sinopico, Giorgio Dabovich and Nicolay Diulgheroff. Starting from the graphic and communicative value of the name Campari we range up to transformation of the word into a figure.
The starting point of the exhibition project is the famous advertising campaign signed by Bruno Munari that Campari launched in November 1964on the occasion of the inauguration of the first line of the Milanese metro. The artist had proposed a solution with the name of the brand broken down and recomposed in a game of combinationscombining futurist heritage with 1960s pop flavor on an iconic red background. It was born like this Graphic declination of the name Camparito which Munari will return twenty years later creating various variations such as Limits of readability of a logo e Dynamic movements of a logo.
The installation, conceived and created by FM Milan studio and the architect Corrado Anselmipresents a broad examination of the countless interpretations and variations of the brand preserved in the Galleria Campari archive on dozens of supports, from cars to boats, from roofs to walls, from window glass to umbrellas, up to newspapers and magazines. Particular attention is paid to the advertising campaigns of the 1920s, entrusted by Davide Campari to the major designers of the period
On the occasion of the exhibition, some conservative restoration interventions were also carried out, which brought to light part of the archival heritage never exhibited before. The exhibition is completed by a series of appointments and events open to the public, such as The word in artthe series of meetings created in collaboration with the Corriere della Sera Foundation to delve deeper into the themes addressed by the exhibition.
dove: Galleria Campari, viale Antonio Gramsci 161, Sesto San Giovanni (Milan)
when: until June 30, 2025
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