Campari unveils latest art bottle designs

Campari UK has released a series of limited edition Art Label bottles, featuring a historic sketch by artist Fortunato Depero updated with “contemporary” colours.

This year’s design sees a sketch of a Campari pavilion reimagined with the choice of three different colour labels

First launched in 2010, The Art Label project was created to celebrate the 150th anniversary of the brand, focusing on modern reinterpretations of artworks.

This year’s design sees a sketch of a Campari pavilion – designed in 1933 for an international exposition held in Milan – reimagined with the choice of three different colour labels; orange and cyan, magenta and lime green, and purple and yellow.

Though the original pavilion featured in Depero’s 1933 sketch was never brought to life, a life-size replica has been preserved in the Galleria Campari, within the brand’s headquarters in Sesto San Giovanni, Milan.

The colour schemes were added to reflect the global initiative which crowned 2015 as the “International Year of Light”, a movement which highlights “the importance of light and optical technologies”.

Ben Pick, senior brand manager for Campari, said: “The new labels are once again a tribute to Fortunato Depero, a truly remarkable artist with long standing links to the brand.

“The aim of this year’s labels was to reinterpret an art movement in a new and original way as well as pay homage to the brand’s tradition, celebrating its historic artistic connections.

“Using powerful and striking colours, Campari has strived to add an element of unexpected and intrigue into its iconic brand and thoroughly recognisable bottle.”

Francesca Valan, an Italian colour expert and consultant who collaborates with global colour authority X-Rite Pantone, helped select the appropriate colours for the modernisation of the labels.

Valan said: “I was delighted to collaborate with Campari on the 2015 Art Labels. Fortunato Depero is an artist I have the upmost respect for and it was a pleasure to help bring his design to life, giving it an unanticipated twist.

“The colours used add a graphic 3D dimension even in small scale. I hope that consumers lucky enough to own one of these limited edition pieces enjoy Depero and Campari’s collaboration as much as I enjoyed being part of it.”

The 2015 Art Labels will be available on 700ml bottles in Waitrose and Sainsbury’s at the RRP of £16.