Words by: Sammy Hemmings
In 1860, Gaspare Campari founded Campari but it was whilst his son Davide Campari stood at the forefront of the business, between 1867-1936, when the brand took a revolutionary approach to advertisements and the iconic crimson red apertivo made its global mark.
This year, the Estorick Collection of Modern Italian Art celebrates its 20th anniversary with an exhibition showcasing these progressive campaigns of Campari, from 4th July - 16th September.
Leonetto Cappiello, 1909
The Art of Campari brings together artwork by influential artists of the period who worked with Campari to produce innovative posters, including Leonetto Cappiello, Marcello Dudovich, Adolfo Hohenstein, Marcello Nizzoli and Ugo Mochi.
The exhibition features Belle Époque posters (the 'beautiful age' before World War 1) encompassing lithographic and tempera on paper designs for both Bitter Campari and Cordial Campari.
Fortunato Depero, 1928
By the 1920s, the brand had worked with a great deal of celebrated artists. But it was Fortunato Depero's innovative campaigns that would become the most recognised - designs which contributed to the brand's distinctive identity.
Fortunato Depero, 1933
Yet, the exhibition presents designs from Milan's extensive archives of the 20th century, including post-war graphic design, plaques, glasses and cardboard cut-out artwork.
Franz Marangolo, 1960s
The Estorick Collection opens Wednesday - Saturday. Admission costs £6.50. See here for more information.