ITALY. Campari Global Travel Retail (GTR), in partnership with Avolta, has opened the first Milano House of Campari shop-in-shop at Milan Malpensa Airport, marking a milestone for the brand in its home city.
The Moodie Davitt Report’s Brands Director Hannah Tan was on location today (11 December) as the shop-in-shop was officially opened. The event was attended by executives from Avolta, SEA Milan Airports and Campari Global Travel Retail (GTR).
Located in Terminal 1, the 26sq m permanent space brings together Campari’s Milanese heritage, rich design culture and the brand’s deep-rooted connection to aperitivo culture.
The concept draws heavily on the history and aesthetics of Camparino in Galleria, the original bar founded in 1915 by Davide Campari as the “little brother” to Caffè Campari and the spiritual birthplace of Campari. Camparino is celebrating its 110th anniversary this year.
The shop-in-shop echoes the design cues of the Camparino through warm red tones, refined materials and lighting inspired by the Galleria’s vaulted arcade. It offers strong sense of place designed to offer travellers “a final taste of Milan before they fly”.
The activation places the Negroni at its heart, celebrating the cocktail’s global resonance and the many different ways to experience it.
At the heart of every Negroni creation lie two constant base ingredients – Campari and Red Vermouth – while the third component transforms each cocktail into a unique twist.
The Classic Negroni is made with gin; the Royal Negroni is enriched with Courvoisier Cognac; the Mexican Negroni is blended with Espolòn Tequila; the Sbagliato Negroni sparkles with prosecco and the Jamaican Negroni is deepened with Appleton Estate rum.
A Digital Negroni Wheel triggers bespoke digital animations depicting the key ingredients and flavours of each cocktail, while a Camparino Bartender prepares and serves the selected twist.
Through the digital wheel, travellers can discover how a single variation redefines the Negroni cocktail, offering a fresh perspective on the Italian classic.
Retailtainment elements extend to the Campari Video Booth; a virtual-reality photo booth which enables visitors to capture images and integrate them into a bespoke Campari video. Their personalised clip is delivered instantly as a digital memento of their Campari moment at Malpensa.
A tiered gift-with-purchase programme enhances the Milano House of Campari experience, offering branded caps, hats and jackets linked to multi-bottle purchases.
The shop-in-shop also serves as a cross-portfolio showcase, positioning Campari as the entry point to wider Group discovery and reinforcing its status at the heart of Negroni culture. Additional visibility will be generated through Avolta Italy’s social media channels.
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Campari Group Global Strategic Travel Retail Managing Director Marco Cavagnera commented: “This project came to life thanks to our close partnership with Avolta. Over the past year we have worked closely together to bring it to life and it’s wonderful to be here today for the inauguration.
“This is our tribute to Milan, which has been home to Campari since 1860,” he added. “Campari was born in the Galleria Vittorio Emanuele II and the city remains a major source of inspiration for us. This space combines digital tools with architecture and design language that is distinctly Milanese. It draws inspiration from Camparino in Galleria, with its high arches, and is designed to create memorable experiences for travellers.”
He added: “We wanted to offer something deeply rooted in Milanese culture and in Campari’s DNA: the aperitivo ritual. Our vision is for travellers to browse, stop by and discover something new whether it’s the Negroni, our Negroni platform, or learning to recreate Negroni cocktails at home and exploring how they can be twisted with just one ingredient. Ultimately, we hope they take home a small, authentic piece of Milan with them, no matter where they are returning to.”
Avolta Global Head of Liquor at Avolta David de Miguel commented: “The Milano House of Campari reflects the real character of the city: its creativity, its elegance and its unique way of bringing people together. This collaboration with Campari Group transforms those qualities into an experience that welcomes travellers with an authentic taste of Milan before they take off. It is a perfect example of how Avolta brings local culture to life in our stores through innovation, storytelling and partnership.”
Campari Group GTR Global Head of Marketing & Customer Channel Marketing Director Biancamaria Sansone commented: “Campari shares many of the same values as Milano, such as craft, passion, creativity and excellence, making it the perfect location to debut our Milano House of Campari concept in global travel retail.
Developed in close partnership with Avolta, the concept strengthens our Negroni leadership with a setting that pairs authentic local design with digital tools created to drive discovery and creativity. The opening reinforces our ambition to curate culturally relevant experiences in travel retail that introduce travellers to the versatility and diversity of Campari’s world of aperitifs and spirits.”
After the inauguration of the pop-up, media guests visited Campari HQ to learn more about Campari’s rich visual heritage at the Campari Gallery; a visual exhibition showcasing memorable Campari campaigns over the years. Guests also had the opportunity to have lunch at ‘The Villa’, which was formerly the summer home of the Campari family.
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110 years of Camparino The Milano House of Campari shop-in-shop design pays tribute to the origins of the brand within Galleria Vittorio Emanuele II, where Gaspare Campari opened Caffè Campari in 1867 just months after the Galleria’s completion. Davide Campari, born the same year and famously the first citizen born in the Galleria, would later shape Milanese social culture through Camparino’s pioneering approach, including its then-innovative system providing a continuous flow of chilled sparkling water for the perfect Campari and soda. ✈
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