CAMPARINO IN GALLERIA | Via Montenapoleone Milano

Via Monte Napoleone, Milan

film :.
Camparino in Galleria

by Matt Dowson

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film credits:
Camparino in Galleria
director: Matt Dowson
screenplay: Hanna Mayer
music: Jim Croce - Time in A Bottle -
shot on location: Galleria Vittorio Emanuele II° - Piazza Duomo
special thanks: Ingrid Croce
film running time: 00:02:41

The Camparino returns to the Gallery. The famous sign of the Camparino bar, opened by Davide Campari in 1915, returns to the Vittorio Emanuele II Gallery. The Camparino, a symbol for Milan, is the location where a routine aperitif becomes legend.

It was the favorite place of Giuseppe Verdi and Arturo Toscanini, who used to stop there after performance at la Scala. Dudovich and Carrà often stayed until the wee hours, and King Umberto the First loved to go there because it served the best coffee in Milan. Boccioni eden portrayed in the famous painting "The Brawl in the Galleria".
This elegant bar was opened in 1867 by Gaspare Campari, the founder of Campari company, and it became one of the most vibrant centres of the Italian cultural, political and industrial exchange. Beloved by many people of distinction in the past, the cafè is still a fascinating place today because its guests find themselves in a setting that exudes culture and history.

“We are extremely proud to once again be able to call the flagship bar of the Campari brand ‘The Camparino’. This is the traditional heart place for aperitif‐drinkers from Milan and around the world,” comments Andrea Conzonato, Chief Marketing Officer, Gruppo Campari. “Campari is returning to the symbolic home‐place of its origins, to the bar that witnessed the birth of the aperitif moment, which has become synonymous with friendship, conversation and conviviality”.
The café, is an important symbol for Milan because its past is practically a synthesis of the history of the city. The first Milanese café to belong to the Society of Italian Historical Establishments, for more than a century it was witnessed the repeated succession of the prestigious Campari and Zucca trademarks that have alternately graced its walls.

YESTERDAY. Davide Campari opened the Camparino in 1915 as the younger brother of Caffè Campari, the establishment his father Gaspare had opened in 1867 not only to serve the aperitif, but also to serve as a restaurant. From the very beginning the Camparino became the hub of Milanese life and of the fashions sported by its patrons. Caffè Campari was the busier, trendier bar, but it soon had to make way for the younger Camparino, that had gained ground thanks also to an innovative system guaranteeing a continuous flow of soda water directly from the cellars, so offering its many clients a Campari and soda that was always perfect and chilled to a tee.

On the trail of the European artistic renewal, the Camparino intercepted change and became a vehicle for innovation. In the early 1900s art nouveau was all the rage in Europe, and the Camparino flamboyantly incorporated inlays and geometrics into its furnishings in full Liberty style thanks to the cabinet‐maker Eugenio Quarti, the painter Angelo D’Andrea and to Alessandro Mazzuccotelli, a master of ironwork.
The Camparino is the location where a routine aperitif becomes legend, where celebrities mingle with ordinary people. It has witnessed the birth of some of the trends that would spark the styles to become popular in the years to come, and it was the privileged setting of the most sincere political debates. It is the favourite location of the city’s pacesetters, a breeding ground for new ideas, a place where thoughts and concepts mingle,accompanied by the restorative flavour of Campari.

TODAY. Today, as was true back then, the Camparino is a place that welcomes new trends and rituals with a strong cosmopolitan influence. The type of experience that is as familiar to the brand as it is to Campari’s birthplace.
The Camparino will continue to be managed by Orlando Chiari and Teresa Miani, respectively the son‐in‐law and daughter of Guglielmo Miani, the Apulian tailor who arrived in Milan in 1922 and who purchased the licence of the bar, then called Caffè Zucca, from those who had in turn purchased it from the Campari family. Orlando Chiari comments on the new sign as follows: “For Teresa and me to be chosen by Campari is a dream come true, just as it was for my father‐in‐law back in the 60s. We will continue to manage the Camparino with the same passion and dedication for this kind of work and for our Caffé that has been passed down to us by Guglielmo Miani. We will maintain both the old splendour and style but will invest an impetus in the bar that looks towards the future. This is a project that we will complete with great enthusiasm, working together with Campari in order to be key players in the Expo project and so in this way celebrate the 100th anniversary of the Camparino”.
Ugo Nespolo is the master responsible for designing the new Camparino sign, an essential mix of tradition and innovation produced by an artist who has worked with Campari on Italian and international projects for many years. Some of Nespolo’s works are on display at the Galleria Campari, at the Group Headquarters at Sesto San Giovanni.

credits:
CAMPARI
CAMPARINO IN GALLERIA
JIM CROCE