As part of the brand’s 150-year anniversary celebration, Campari has enlisted three contemporary international artists: avaf, Tobias Rehberger and Vanessa Beecroft, for the Campari Art Label Project, a collaborative initiative which highlights the long-standing relationship between the brand and the art world.
For the initiative, Campari selected artists who had already participated in some of the world’s most prestigious art exhibitions.
avaf, an art collective self-described as “nomads,” presents an extravagant and hybrid artwork; a typical example of their style. Their interpretation translated into a strong and independent female image, a cross-breed between the jazz singer Nina Simone and the Egyptian queen Nefertiti.
Vanessa Beecroft, a well-known artist celebrated for her performances and her watercolours, also expressed her own passion for Campari by focusing on the female image, coherent with a frequent theme in Beecroft’s work that uses women’s prototypes to project the artist’s own image. The artist imagined an ethereal female character wrapped in a fantastic head of hair, red, like the glass of Campari she is holding.
Artist Tobias Rehberger rounds out the artistic trio, bringing his neo-rationalist world to life by means of digital design. Rehberger’s Campari label is built around the concept of a “magic potion,” a “bewitched beverage” emphasized by the bright colours employed in his art work.
The Campari bottles with the artistic label will be available in 750 ml and 1 L sizes in selected markets, beginning in late July 2010.