Since the turn of the 20th century, 40 years after its distinctive red aperitif was first invented in Novara, Italy, Campari

has mined advertising as a source for collaborations with great creative talents: Bruno Munari’s graphic modernist posters from 1932 onward, a surreal film by Federico Fellini in 1984, the endorsement of glitzy Hollywood ambassadors such as Humphrey Bogart and later Eva Mendes, and many other standout art-meets-commerce endeavors. The company has consistently sought out original thinkers not only to capture the essence of the brand but also to imbue it with a hint of illicit decadence. A perfect example of this playful iconoclasm is Indian director Tarsem Singh’s “Il Graffio” commercial from 1998—a quasi-operatic skit that was one of the first ads in Italy to broach the subject of lesbianism. To celebrate the milestone of its 150th anniversary this year, Campari opened its first gallery at its Milan headquarters last week. In the “Galeria Campari,” the brand’s bulging archive of artwork—covering artists from cartoonist Nino Pagot, whose 1961 Campari ad we showcase today, to three recent collaborators, avaf, Tobias Rehberger and Vanessa Beecroft (each of whom created bottle labels to mark the anniversary)—is spread over two floors. The first exhibition, running through June 18, focuses on Fortunato Depero's frenetic futurist campaigns for Campari between 1926 and 1936.