For Campari's 150th anniversary, an ambitious and innovative project focuses on its label, one of the distinctive and fundamental elements of this iconic aperitif. avaf, Tobias Rehberger and Vanessa Beecroft are the three contemporary international artists, selected by the curator Caroline Corbetta, who have taken part in the Campari Art Label Project which aims at confirming and resuming the link between the brand and art in all its multiple forms. Campari has chosen to thank its own consumers selling bottles with artistic labels, real works of art, in limited edition. The Campari Art Label project offered the three artists the possibility to express their personal interpretation of Campari in the label. Starting from the essence of the colour red and from the achievements obtained by this internationally famous aperitif, the artists created three different art works featuring three diverse aesthetic identities. 'This project represents the occasion to give a memento of our 150th anniversary to our consumers – says Cesare Vandini, Group Marketing Director, Gruppo Campari. This milestone anniversary is a starting point not a finishing post. Tradition has allowed us to look at Campari as a continuously evolving brand and our goal is to continue to establish ourselves as a pioneering leading brand, dictating and interpreting new trends and cultures.' Campari has commissioned to avaf, Tobias Rehberger and Vanessa Beecroft the task of delivering a message that goes beyond the art language in order to involve a wider audience. These artists have been already hallowed by their participation to the most important art exhibitions, from the Venice Biennale, the Bienal de São Paulo to several art shows at the most prestigious museums of the world such as the MoMA, the Guggenheim in New York, the Moderna Museet in Stockholm or the Kunsthalle in Basel. The three labels are different but complementary and together they create an exclusive collection that describes the various facets of the universe of Campari. Even Vanessa Beecroft, the well-known artist celebrated for her performances and her watercolours, expressed her own art for Campari focussing on the female image, coherent with her art vocation that uses women's prototypes to project the artist's own image. She imagined an ethereal female character wrapped in a fantastic head of hair, red, like the glass of Campari she is holding. 'A symbol of beauty, elegance and charm, gifts that Campari has been giving to the public for 150 years' states Beecroft.

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