RedVolution 2.0: 110 years of history in the name of art

RedVolution 2.0: 110 years of history in the name of art
20 November 2014

In 1904, the historical Campari building in Sesto San Giovanni located right outside the center of Milan opened its doors. The Campari Gallery, in order to emphasize its strong ties with the brand’s affinity to the arts and its roots, is now leading in the promotion of a project of urban regeneration in celebration of its centennial birthday.
RedVolution 2.0 is a project of urban artistic regeneration founded with the aim of revisiting the importance of Sesto San Giovanni’s origin and its long-time relationship with the Campari brand. The project involves the installation of a mural measuring 110 meters. The mural will stretch linearly from Viale Fratelli Casiraghi to Via Sacchetti at the hands of 11 Italian artists.
The 11 artists involved in the project are between the ages of 22 and 35 and have all participated in important solo and collective exhibitions. They have all worked for years in the territory of Milan and Sesto San Giovanni and were selected by the curator, Jacopo Perfetti, on the basis of style and ability to represent the decade and the artist of reference. Each artist was given the challenge of reinterpreting the work of a historical artist who had worked with Campari throughout the course of the last century. The end result is a mural conveying the history of Italian art through the depiction o f its key players and major events. The contemporary artists involved in the project include the following: Boris Veliz, Geometric Bang, Imen, Ivan, Nais, Neve, Orticanoodles, Pao, Seacreative, Tawa, TvBoy.
The “reinterpreted,”,historical artists are the following: Leonetto Cappiello, Fortunato Depero, Marcello Dudovich, Federico Fellini, Carlo ‘Fisa’ Fisanotti, Milton Glaser, Bruno Munari, Nino Nanni, Ugo Nespolo, Adolf Hohenstein, Tarsem.
Contemporaneously, an exhibition entitled “1904’2014 La Fabbrica del Campari – 110 anni di innovazione e successo per migliorare la citta,” has been organized. The aim of the exhibition i sto present distinguishing, innovative architectural and structural elements characteristic of the Campari factory. The factory has housed the Campari Gallery since 2010 and has now found a purpose that is both new and prestigious.