Declinazione grafica del nome Campari

In November 1964, on the opening of Milan's M1 subway line, Campari commissioned Bruno Munari to create a poster designed to strike the attention of passengers on this new means of transportation, destined to transform the city.

The poster is designed to be effective even when viewed partially, in motion or crowded, either from the carriages or the platforms. The design unfolds in a wallpaper-inspired serial montage, with a continuous flow of images that fit the language of billboards.

On the red base, the graphic icons of the Campari brand emerge and recompose themselves, expressing the continuity of the brand and its historical advertising tradition. At the same time, from his reflections on visual processes to his early experiments with typography, adapting them to a new urban context.

The poster then becomes a record of a historical moment and a glimpse into the transformation of the city.