Among the posters currently offered at Sotheby's vintage posters auction there is a 1926 Campari advertisement by Marcello Nizzoli.
Campari can be considered as a product deeply intertwined with art and fashion: Fortunato Depero created adverts for it in the 1920s and, in 1928, the Futurist artist designed the iconic Campari Soda bottle, which entered production in 1932. Since then, Campari's artistic connections have resurfaced at various exhibitions and events.
Campari takes center stage in one section of the "Bar Stories on Camera" exhibition at Turin's Camera - Centro Italiano per la Fotografia (Camera - Italian Center for Photography), running until October 6, 2024.
This exhibition, perfect for the summer, celebrates the world of bars and Campari as a symbol of conviviality since 1860 through a narrative made of images. Created in collaboration with Galleria Campari and Magnum Photos, it features photographs from the 1930s to the early 2000s.
From black and white snapshots of elegant patrons in bustling cafes to vibrant scenes of modern-day revelry, the exhibition offers a nostalgic journey through time, celebrating the role of bars in social life.
Whether watching a game on TV, having a coffee, or meeting friends, lovers, or colleagues, people around the world gather at bars to enjoy a collective space and share their experiences. These places of social interaction can narrate the evolution of contemporary society, of its rituals, and myths.
Divided into three thematic sections – "Sharing Moments", "Bar Campari", and "The Icons" - the exhibition features 50 photographs taken by renowned photographers including Robert Capa, Elliott Erwitt, Martin Parr, and Ferdinando Scianna (the images are sourced from the Galleria Campari Historical Archive and the Magnum Photos agency)
The first section, "Sharing Moments", transports visitors into the nostalgic ambiance of bars around the world. Here, bartenders, musicians, and patrons are captured in a variety of situations, having coffees or evening aperitifs, illuminated by the glow of signs and bottle displays.
These scenes, exquisitely preserved by masters like Inge Morath, Elliott Erwitt, and Martin Parr, evoke a bygone era of leisurely enjoyment.
There's fashion to admire in the colorful hats of some of the ladies gathered around a table, or in the matching dresses and necklaces of two twins sitting at a bar in New York, an image by Elliott Erwitt.
Visitors are invited to go beyond the images and to wonder what the patrons may be discussing - here a romance may be blossoming, in that corner a business deal is being struck, while at that table a patron sits alone, maybe in painful solitude or simply enjoying a peaceful moment.
Bars also offer spaces for the exchange of artistic and political passions, the dreaming of revolutions, and the celebration of achievements.
A poignant example is Leonard Freed’s 1974 photograph in Milan: taken just after the divorce law was passed it shows streets are littered with flyers and newspapers, marking one of the most significant moments of Italian modern history.
One striking photograph features aerial views of people seated in a bar in Capri in 1984. This snapshot by Fernando Scianna, with the tables and chairs casually forming a 4-leaf clover like configuration, offers a glimpse into a moment of respite during the peak of '80s hedonism.
The scene is filled with the simple pleasures of life - ice creams in glass cups melting under the summer sun, an iced drink or an espresso, the collective joy of taking a break from the heat.
Another image, this time by Herbert List shows the Colosseum in Rome seen from within a bar called "Colosseo". The iconic landmark and the intimate setting are juxtaposed, creating a fascinating contrast, a perspective that highlights the role of the bar as a sanctuary amidst historical marvels.
Even though the Bar Campari section can be considered as more commercial and has an advertorial purpose, the images included here are still engaging.
The section features signs, branded shop windows, and stalls on beaches, reflecting a post-war Italy that is vibrant and eager to embrace life once more. These images also revive the iconic posters and advertising billboards and take visitors on a trip from Italy to Argentina, Germany and Switzerland.
The more classic cafes in Milan and Modena encapsulate a moment in time, offering a frozen yet fascinating glimpse into the past, where the allure of Campari and the culture of the Italian café intersected.
The significance of design is evident in the images showcasing grand stands at fairs dedicated to innovations in the '50s. These stands, often featuring a geometric aesthetic, embody a dynamic energy that reflects the forward-thinking spirit of the era.
Interior design is also celebrated through the Art Nouveau furnishings of the Caffè Camparino in Galleria Vittorio Emanuele II in Milan, immortalized by Bruno Barbey in the mid-1960s.
These images hint at a lifestyle evoked also through the objects on display, such as the menu sketches created for Campari by Futurist artist Fortunato Depero and other preparatory pencil drawings from the 1950s, which were used to design neon signs.
In the final section, The Icons, film stars, artists, and writers make their way into the bar scene: Marilyn Monroe is pictured before the screening of "The Prince and the Showgirl," Ernest Hemingway is portrayed at a bar counter in Idaho, and Maria Callas in Palma de Mallorca, sharing a table with journalist Elsa Maxwell.
"Bar Stories on Camera" therefore not only pays tribute to Campari's heritage, but also offers a profound opportunity to reflect on the enduring delight of communal experiences.
It invites us to rediscover the timeless pleasure of gathering together, celebrating moments of connection that transcend time and trends. These images stand as a visual testament to the enduring joy of shared experiences and social interactions across generations. Last but not least, in the post-Covid era, they remind us of what we temporarily lost during the pandemic and highlight the importance of regained social spaces.
Image credits for this post
1. Marcello Nizzoli for Campari, 1926
2, 3, 4, 8 and 14. Installation views, "Bar Stories on Camera" at Camera - Centro Italiano per la Fotografia, Turin, Italy.
5. New York, USA, 1955. © Elliott Erwitt / Magnum Photos
6. Rome, Italy, 1956. © Herbert List / Magnum Photos
7. Capri, Italy, 1984. © Ferdinando Scianna / Magnum Photos
9. Lausanne, Switzerland, 1930s. Galleria Campari Historical Archive.
10. Italy, 1950s. Galleria Campari Historical Archive.
11. Italy, 1955. Galleria Campari Historical Archive.
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12 and 13. Milan, Italy, 1956. Galleria Campari Historical Archive.
15. Marilyn Monroe and Laurence Olivier at a press conference in 1956, before the screening of "The Prince and the Showgirl", Waldorf-Astoria Ballroom, New York. © Eve Arnold / Magnum Photos
16. Modena, Italy, 1930s. Galleria Campari.
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