Campari spotlights Milan in The Red View - Unveiling Passion

From June 5 to 7, Campari transformed Torre Velasca into a multisensory experience. Milan and its architecture took center stage in three days of unique events dedicated to the city's history and innovation, elegance, and passion. The Milanese brand launched The Red View – Unveiling Passion, an immersive project set to take off at Milan’s brutalist icon, Torre Velasca, reopened to the public after a major restoration by Hines. Not just a backdrop but a true protagonist, the building became a vertical stage of Milanese identity, reflecting Campari’s artistic and visionary DNA. The journey of The Red View began in the renewed Piazza Velasca, where a spectacular mirrored installation by Eligo Studio will welcome the public. The piece, a tribute to the futurist posters of Depero, tilts toward the sky, reflecting the Tower in a perspective game made for your next post. In front of it, the Campari Bar becomes a live showcase of the Milanese mixology scene: each day, some of the city's top venues presented a signature cocktail telling their personal connection with the city and with Campari.

The heart of the experience beats higher up, on the sixteenth floor, where Milan reveals itself like never before. The windows of the Tower become narrative oculi: each view is a fragment of history, a vantage point on the city's identity and on Campari’s journey—from the historic headquarters on via Campari to the Camparino in Galleria, epicenter of the aperitivo since 1915. Here, Outer Studio designs scenic looks, while the Mirror Bar, curated by Camparino in Galleria, served a mix of classic and contemporary drinks, including a special cocktail created for the occasion. The program lights up with culture and rhythm: between talks and DJ sets, voices and faces alternate, redefining the concept of passion every day. Claudio Santamaria, Joan Thiele, and Alberto Nespoli are just a few of the protagonists who shared their vision of Milan through emotion, architecture, and music. But The Red View doesn't stop at Torre Velasca: starting June 2, fifty venues in Milan turned red, offering signature drinks inspired by Campari and the chance to win exclusive access to the event. A city-wide experience that makes the entire Milan part of the story. Wrapping up this celebration of taste and creativity will be the final of the Campari Bartender Competition on June 8. Only three finalists, selected from over 800 candidates, ascended the Tower to compete for the title of Bartender of the Year. A final toast at high altitude, where passion becomes performance.