Campari Dyes Milan’s Citadel of Archives Red with ‘The Red View – Beyond The Surface’
Milan, May 16 – Following last year’s illumination of the Torre Velasca, Campari has continued its tradition of celebrating its intense connection with Milan by transforming the city’s Citadel of Archives into a vibrant red spectacle. The three-day event, titled ‘The Red View – Beyond The Surface’, ran from May 14 to 16, 2026, offering a unique blend of culture, music, and live podcasts in one of Milan’s most exclusive venues.
A Cultural Hub in the Heart of Milan
The Citadel of Archives, a silent guardian of Milan’s collective memory, was not merely a backdrop for Campari but a central element embodying the ‘Beyond The Surface’ concept. This unique space, where the past is preserved and reinterpreted, provided the perfect setting for an initiative designed to invite intrigue and encourage visitors to look beyond the visible, discovering the stories that define the city’s identity.
The event featured an exhibition curated by Galleria Campari, which delved into Campari’s historical ties with Milan. Through a ‘map of presence’, the exhibition showcased how Campari has shaped Milan’s visual and social landscape, from the iconic Camparino tables in the Galleria to the neon signs across the city, and even Bruno Munari’s poster celebrating the inauguration of Metro Line 1.
Live Podcasts and Immersive Experiences
A key component of ‘The Red View – Beyond The Surface’ was a series of live podcasts, specifically crafted to narrate Milan through diverse stories, perspectives, and languages, all aligned with the event’s core theme. Adding to the cultural allure, a DJ set by Dardust provided a musical backdrop for the immersive experience.
Attendees were also invited to participate in a special interactive activity: writing a letter detailing a place in Milan they associate with Campari. These testimonies will be permanently archived, further emphasizing Milan as the ‘fil rouge’ of Campari’s narrative – a geography of aperitifs and encounters, and an archive capable of preserving the past while transcending it.
Signature Cocktails and Bartending Excellence
To welcome guests, a selection of Italy’s finest bartenders was on hand, crafting signature cocktails and contemporary interpretations of classic drinks. This focus on mixology underscored Campari’s heritage and its integral role in Milan’s aperitivo culture.
The event successfully created an immersive experience where creativity and memory intertwined, revealing intricate details, overlapping visions, and shifting perspectives. It served as a powerful testament to Campari’s enduring legacy and its deep connection to the city of Milan, inviting both residents and visitors to explore the hidden layers of its vibrant history and culture.
Source: https://www.whoopsee.it/en/campari-dyes-milans-citadel-of-archives-red-with-the-red-view-beyond-the-surface/
