Campari

Location

Piazza Velasca, Milan

Year

2025

Type

Scenography

Client

Campari

Area

200 sqm

To celebrate its long-standing connection with art and the city of Milan, Campari presents a mirrored installation in Piazza Velasca, designed by Eligo Studio. The work draws inspiration from the iconic advertising posters of Fortunato Depero, the artist whose dynamic, Futurist style transformed Campari’s visual world into a true form of art.

The installation reinterprets his bold geometries, vivid colors, and energetic compositions, offering a new perspective on Torre Velasca through its upward tilt, which plays with angles and perception.

The structure, inspired by the jigger—the unmistakable measuring tool used in cocktail-making—is reimagined here as a monumental, artistic object. Its mirrored and faceted surfaces immediately recall the geometric forms and striking visual contrasts typical of Depero’s Futurist aesthetic, which deeply shaped the brand’s visual identity.

Tilted skyward, the installation invites viewers to rediscover Torre Velasca, an architectural symbol of Milan, a city with which Campari shares a deep and lasting bond.

Fortunato Depero (1892–1960), a leading figure of the Futurist movement, began his collaboration with Campari in 1924 at the invitation of Davide Campari. He was among the first to explore the potential of advertising as a form of “art of the future,” through posters, sketches, promotional sculptures, and collages.

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