Category Archives: EVENTS

Art with ice and a slice – Richard Holledge reviews “The Art of Campari”

Art with ice and a slice – Richard Holledge reviews “The Art of Campari”

Is Campari the only drink to have its own art movement?

Many might match it for iconic status – the Michelin man, a bottle of Tabasco, Rolls Royce or Coca Cola – but only Campari is associated with an art movement.

“The Art of Campari” at the Estorick Collection of Modern Italian Art, London (until September 16), shows how the work of the revolutionary Futurist movement brought the thoroughly capitalist concept of brand image to the aperitif with such panache that the drink, with its distinctive small conical bottle became one of the world’s unmistakable brands.

Taking Art off the walls and into the streets

There was a logic to it. The Futurists embraced all that was industrial and dynamic but, above all, new and innovative and were attracted to advertising as something modern, something that took bourgeois art off the walls and into the streets. This radical thinking probably meant little to the drink company’s owner Davide Campari but when he was casting around for artists to promote his product he lighted on several angry young Futurists who were happy to forego the ‘slap and the punch’ of their movement and instead express themselves with wit, style and glamour.

Campari Soda corre col tempo!, by Franz Marangolo,
Campari Soda corre col tempo!, by Franz Marangolo,
Adolf Hohenstein - Bitter Campari
Adolf Hohenstein - Bitter Campari

The early posters

Here are examples from the Belle Époque of the early 20th century, the Art Nouveau and Cubist campaigns of the 1920s and on to the elegant designs of the 1960s.

Adolf Hohenstein, whose technique owes something to photographic realism and Art Nouveau, depicts two smart gents at a café table looking on longingly as the soda is squirted into the ruby red aperitif. It has no title, just the name: Bitter Campari. No need to say any more.

depero-fortunato Campari
Forunato Depero drawing

Fortunato Depero

Nowhere does the commercial meet art more than in the posters of Fortunato Depero. Throughout the 1920s he produced a vast quantity of posters and newspaper advertisements including a series of highly stylised, graphical images, bold, witty and geometric, which were nonetheless quirky and surreal.

He believed that ‘the art of the future will be largely advertising… a spellbinding art boldly placed on walls and the facades of big buildings, in shop windows, in trains, alongside pavements and streets, everywhere; a living, multiplied art, not isolated and buried in museums – art free of all academic restraints – art that is cheerful – bold – exhilarating.’
Perhaps nothing epitomised that exhilaration more than the drawings he made which were used to inspire the classic Campari Soda bottle which was launched in 1932 with its ready-to-drink mix. Just add ice and a slice of orange.

Until 16 September. For more information, visit the Estorick Collection website

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London, N1 2AN

Goldie Happening: The SUMMER OF LOVE

Goldie Happening: The SUMMER OF LOVE

Photo: Richard Kaby On Thursday, 12 July, we – the magazine contributors and press – descended upon the Devonshire Club to mark the launch of the July issue of GOLDIE Mag. I was delighted to be a part of this inspirational, spirited group of people, united to celebrate such a wonderful magazine. Over champagne (this… Continue Reading

Alix’s Legacy

Alix’s Legacy

What is Alix’s Legacy? Alix’s Legacy is a new charity founded by Humphrey Gervais in memory of his daughter, Alix. She was diagnosed with a malignant glioblastoma brain tumor in December 2016, which is the most common type of brain tumor but equally the most difficult to treat. The average life expectancy from diagnosis is… Continue Reading

Dress in GOLD hang out with the #goldiecrew

Dress in GOLD hang out with the #goldiecrew

In celebration of our SUMMER OF LOVE July issue, GOLDIE magazine is taking to the streets. We will be starting this adventure with an amble through London on 11th July at noon. Come along and meet fellow over 40s who don’t believe that their age defines them, and certainly don’t believe it should stop them… Continue Reading

GOLDIE magazine (R) has features connect directly with the over 40s thrilling generation’s lifestyle; from fashion, art and culture, to hard-hitting editorial about the challenges we all face. Style, travel, music, wellbeing – these are all a big part of the GOLDIE magazine readers life, as is eating out, entertainment and dancing: you guys know how to have a good time and GOLDIE magazine wants to show the world how with dynamic and inspiring content that speaks of the things you care about. We are more than just a magazine – although that is our main focus ‘cause we really love print – we are a community of like-minded creative and caring individuals who want to change the world dressed in our glad-rags. GOLDIE magazine will make you laugh, make you think and may make you cry – we don’t shy away from talking about the difficult stuff; there may well be times when you will sense that we are all in this together, perhaps even epiphanies. We don’t think you will like everything we print but we know you are all open-minded enough to enjoy reading about stuff that makes you see another point of view.