Select Aperitivo opens Venetian brand home
Aperitivo brand Select has unveiled its new ‘immersive’ production facility and visitor centre in Venice, Italy.
Ca’Select is a 690-square-metre space that features a production facility, mixology area, and an exhibition of the brand’s 100-year history in Venice.
Founded in 1920, Select Aperitivo’s new facility in Venice’s Cannaregio district has seen a former industrial building transformed into a refined space by Marcante-Testa Architects, which will allow visitors to experience the brand ‘in a distinctly Venetian setting’.
Speaking to The Spirits Business, Marco Ferrari, CEO of Gruppo Montenegro, said: “By visiting Ca’Select, guests will have the opportunity to enjoy an immersive experience into contemporary Venice.
“Ca’Select is an open door into Venice, its culture, but also its evolution as a city. It’s a multifunctional space dedicated to the city that will host the very essence of Select’s production that was born in Venice more than 100 years ago, and play host to a bar-mixology area for an authentic tasting experience.
“The aim of the project is to enhance the deep bond that has linked the brand to its city of origin for more than a hundred years: it was 1920 when the young Pilla brothers, thanks to their liqueur experience, gave life to Select in the Castello district, the historic heart of Venice.
“We hope visitors will enjoy learning about Select’s rich story whilst sipping on an authentic Venetian Spritz.”
The two-level brand home is spread over four areas.
The bar and mixology area has been designed to offer an authentic tasting of the original Venetian Spritz, while the events area offers one of the largest spaces in Venice dedicated to culture and socialising.
“The space won’t be fully open to the public until next year,” Ferrari said, “as the first year will be dedicated to private rentals of the space and Select Aperitivo-powered experiences and events. A calendar of event will be published over the next couple of months.”
In the production area, the maceration of the herbs and spices that characterise Select’s recipe is showcased via a ‘surreal photographic journey’. Ferrari described it as “an interactive adventure that re-imagines a different Venice”.
Ferrari noted that having this home in Venice will add “an extra layer in our communication as well as reinforce our tie and presence within our city of origin. It will also serve as a physical space and flagship to tell Select Aperitivo’s incredible story to all of our customers and stakeholders.
“Venice is the most iconic city in the world with an incredibly large presence of tourists. It’ll be great for them to know where the authentic Venetian spritz comes from.”
Select Spritz Week
The opening of Ca’Select coincides with the first edition of Select Spritz Week, which will debut in Venice from 25-28 May before launching in the UK on 26 May to 4 June.
The wider world will follow, including New York, Paris, and Sydney.
In the UK, Spritz celebrations will take place across London, Birmingham, Edinburgh, Manchester, and Margate.
Ferrari said: “Select Spritz Week is born with the objective of celebrating Venice and the tie between Select Aperitivo and its city of origin around the world. Chosen for their work in raising awareness for the preservation of oceans through art, Venice-based charity Ocean Space will be the official charity partner of Select Spritz Week throughout each of its global activities.”