‘The Red View – Unveiling Passion’, an immersive Campari experience
Cocktail experiences, theatrical settings, DJ sets and creative talks: three days of red passion exploring Milan from a fresh perspective
5, 6 and 7 June: mark these dates (in red!) as Campari invites you to experience an exclusive event in the heart of Milan, offering a completely fresh perspective on the city. The name? ‘The Red View – Unveiling Passion’. The venue? Torre Velasca, an icon of the Milanese skyline symbolising uniqueness and pioneering spirit, newly restored and yet to be unveiled to the general public. The experience? A sensory and narrative journey driven by passion, creativity and vision, designed to showcase the deep bond between Campari and the city of Milan.
For three days Torre Velasca takes centre stage, transforming into an urban showcase that celebrates Milan’s identity and the art of the aperitivo. Every corner becomes part of an immersive narrative uniting design, art, light, flavour and new perspectives. It begins in Piazza Velasca, which welcomes guests with a striking mirrored installation by Eligo Studio. A tribute to historic Campari posters designed by Depero, it is an invitation to explore: tilted towards the sky, the piece reflects the tower, unveiling ever-changing perspectives.
Piazza Velasca also hosts the Campari Bar: an outpost welcoming bartenders from some of the city’s finest bars, who take turns serving signature cocktails created as a tribute to Milan. A long red carpet then guides visitors towards an eye-shaped portal, marking the entrance into a different way of seeing Milan. Every detail is designed to impress: at the entrance, each guest receives a personalised QR code. Simply scan your face and any photos taken of you during the event are automatically saved into an exclusive digital album. A collectible keepsake, ready to revisit.
The beating heart of the project
Yet the real discovery unfolds on the 16th floor: an ascent that turns into a rite of passage, amid mirrors, reflections and play of light multiplying both space and atmosphere. Once at the top, panoramic views over Milan open up: visitors can take in the skyline revealed through the tower’s windows, reimagined as an eye trained on the secret corners and stories of the city, inextricably bound by a common thread to the history of Campari.
And right there, at the height of the experience, the Mirror Bar comes to life, run by Camparino in Galleria, the birthplace of the Milanese aperitivo overlooking Piazza Duomo and a benchmark for fine mixology. A striking and dramatic space where small groups can sip a bespoke signature drink inspired by the city, created specially for the occasion.
The schedule
Torre Velasca becomes a true urban stage, giving voice through talks and DJ sets to eclectic personalities who gravitate towards Milan and reinvent passion every day. The emotional intensity of actor Claudio Santamaria, the experimental delicacy of singer-songwriter Joan Thiele and the forward-looking vision of architect Alberto Nespoli from Eligo Studio are just a few highlights enlivening these three evenings, with diverse artists and creative voices each bringing their own perspective.
On 5 June, things kick off with guest bars taking over Campari Bar, drawing to a stylish close with a sophisticated DJ set by Catherine Poulain on the 16th floor.
6 June opens with a masterclass moderated by creator Giulia Valentina, featuring actor
Claudio Santamaria, followed by guest bartender shifts from top Milanese venues in Piazza Velasca. As night falls, singer-songwriter Joan Thiele keeps the passion vibe alive with an exclusive DJ set.
On 7 June, culture takes centre stage with two talks hosted by Rivista Studio titled ‘Panorama Milano’, both moderated by Cristiano De Majo, exploring the link between creativity and the city. The first brings together stand-up comedian, screenwriter and author Giada Biaggi, Yuri Ancarani and director Francesco Bianconi, frontman and voice of Baustelle. The second features stylist Michela D’Angelo, artist and entrepreneur Isabella Franchi – aka UnghieDellaMadonna – and architect and co-founder of Eligo Studio Alberto Nespoli. The evening concludes with guest bartenders in Piazza Velasca and Catherine Poulain’s final DJ set, celebrating the night under Milan’s sky with refined beats and great atmosphere. Entry on 5, 6 and 7 June is open to the public from 6.30pm, subject to capacity.
