Camparino in Galleria is one of the places that best embodies the spirit of Milanese hospitality: a meeting point where new ideas constantly refresh tradition. For Fashion & Luxury Brand Management Master's Student of Istituto Marangoni Milano, this historic venue—long a touchstone for an international clientele—offers a unique window into the workings of a kind of hospitality that turns every moment into a memorable experience.

We sat down with Tommaso Cecca, Global Head of Camparino Licensing & Mixology.

Camparino is often described as more than just a bar. How would you define its identity in today’s hospitality landscape?

Camparino is, above all, a symbolic place. It represents Milan - its spirit, rhythm, and sense of elegance. It is the home of Campari, looking out over its historic Art Nouveau entrance, which has remained almost unchanged since 1915. For over a century, it has been a natural meeting point for different generations, cultures, and sensibilities. Its identity rests on a delicate balance between authenticity and immediacy. Camparino preserves rituals and gestures rooted in the history of the Milanese aperitivo, yet presents them naturally, without nostalgia or artifice. Hospitality here is a concrete response to contemporary desires, without compromising the identity of the product or the place. It is a recognisable kind of service, built on iconic details—the white jacket among them—that speak to a distinctly Milanese sense of exclusivity. Today, Camparino accompanies guests throughout the entire day, from breakfast to after-dinner drinks. Its food and mixology offerings are firmly of the moment: cocktails reinterpret Campari, projecting it into the future of mixology, while the cuisine remains deeply rooted in Milanese tradition, seen through a modern lens.

How important is the concept of “ritual” in your customer experience?

It is central, but best understood as the authenticity of a gesture, alive within the dynamism of a modern city. Camparino is a daily theatre where, for over 110 years, the quintessence of the Milanese aperitivo has been staged. Every cocktail has its own ritual, even at the table. Ritual helps bring awareness to the act of drinking and enhances its sensory dimension. Certain gestures and methods are part of its history and savoir-faire.

What are the key elements that make the Camparino hospitality experience unique compared to other iconic venues?

The first element is the location. Galleria Vittorio Emanuele II is not just a backdrop—it is an integral part of the experience, amplifying Camparino’s symbolic and cultural value and shaping its identity at every level. The second element is the people. Without the team that brings the venue to life every day, Camparino would not exist. Hospitality takes shape through those who welcome, narrate, serve, and interpret the space with awareness. The third element is Campari’s heritage, which has its roots right here. Layered onto this is a contemporary dimension built on collaborations and cultural projects, from Alessi to Italy Segreta, from festivals such as Cannes and Venice to institutions like Istituto Marangoni. The upcoming book—the first ever dedicated to Camparino—will be the culmination of this journey.

How does your approach to hospitality change between a regular Milanese customer and an international visitor?

Camparino makes no distinctions. What changes is the way the experience is delivered. Those seeking a more intimate moment gravitate toward Sala Spiritello, while those after a more dynamic experience can enjoy exclusive moments in Sala Gaspare. The numbers change (around a thousand people per day at the Bar di Passo, about a hundred in Sala Spiritello, and only a few guests in Sala Gaspare). And yet the same customer may move through all these dimensions at different points in their relationship with the place. Camparino is a privileged observation point of the city. Here, the Italian lifestyle is not performed but lived every day—through gestures, colours, and the interplay of space and people, with the Campari Red running like a thread, visually and symbolically, through the entire experience.

How do you balance tradition and innovation?

By continuing to innovate without abandoning the fundamentals. Alongside untouchable rituals such as Campari Seltz, Shakerato, and risotto alla milanese, each season brings new ideas. The key is to avoid the predictable and to embrace risk. Some projects that initially seem surprising at first go on to become lasting successes: innovation requires time, listening, and trust.

How important is storytelling behind a drink in the overall customer experience?

Extremely so. Storytelling is what separates casual consumption from a genuine brand experience. Telling the story of a drink adds depth and leaves a lasting impression, allowing guests to make more conscious choices. For this reason, Camparino works on multiple levels of storytelling, adapting them to the flow and duration of the experience.

Is there a cocktail that represents Camparino’s spirit today?

The Campari Seltz. It is the original gesture, the founding ritual of the Milanese aperitivo. A deceptively simple recipe—Campari and seltz—that encapsulates technique, gesture, and vision. Served with rigorous care since 1915, it still represents the purest and most authentic expression of Camparino’s identity.

How do you envision the evolution of high-end hospitality in the coming years?

Guests have become increasingly aware and selective. This has made the market more competitive and pushed hospitality toward less casual, more intentional experiences. We are shifting from places of consumption to true destinations. This awareness will lead to a renewed focus on quality. The challenge will be to keep people at the centre, avoiding hospitality that feels overly constructed or distant. The future will likely be hybrid—capable of combining desirability, accessibility, and authenticity.

What role will rituals and shared moments play in an increasingly fast and digital world?

Digital platforms are now powerful at telling a story, but the real challenge lies in translating that story into a physical experience in an increasingly fast and complex hospitality environment. Hospitality also lives through unpredictability and imperfection: strip those away, and it risks becoming sterile. In this context, marketing plays a key role in keeping Camparino present, considered, and relevant across major digital touchpoints.

How can the aperitivo be reinvented for new generations?

By listening and by educating the palate. Understanding new sensibilities is essential to building offerings that feel coherent and genuine. For younger generations, however, the product alone is not enough. Telling the story of a cocktail—its choices and its connection to a cultural moment—is what transforms it into a shared ritual.

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