The grandeur of Atlas, Singapore’s storied Art Deco landmark, has always made it feel like a room expecting a moment. On this particular evening, it received one. For a single night, the bar was drenched in Campari red, its gilded balconies glowing as though alive with energy. The occasion: Discover Red, a multisensory gathering of 300 guests, from industry insiders to private clients and tastemakers. It quickly became one of the season’s most memorable soirées.
The evening began with a small act of theatre: guests were ushered through a glowing Campari tunnel, an illuminated corridor lined with archival iconography. It felt like walking through a private gallery—a survey of the brand’s lineage from its 1860 origins to the golden age of Italian aperitivo culture, its intersections with Futurist art, cinema, and the cocktail canon. Each frame served as an elegant reminder that Campari has always considered creativity a civic duty. The final panel offered the evening’s thesis: “Step inside. Taste the legend.”
Inside Atlas, the transformation continued. Its soaring ceilings and gilded balconies glowed under rich washes of red, giving the bar an almost dreamlike quality. Familiar details felt reimagined, as though the space had been rebuilt around the spirit of the evening.
Entertainment unfolded in chapters. First came a burst of glamour: dancers in Gatsby-inspired looks sweeping across the floor, feathers and pearls catching the light. Then, the mood shifted. A single erhu began to play from an upper balcony, its gentle, melancholic notes filling the room. From the opposite side, an electric violin responded. The two musicians slowly moved toward the stage, blending their melodies into a thoughtful dialogue—Italy meeting Singapore; tradition meeting reinvention. It was a moment that captured Campari’s ethos with quiet precision.
As expected, the drinks became part of the storytelling. Classic Campari cocktails—the Negroni, the Americano, Campari Soda—served as anchors to the brand’s heritage. Alongside them, guest bartenders Tamaryn Cooper and Parom Leo Malakul from Bangkok’s Dry Wave Cocktail Studio presented exclusive creations: the bright and effervescent Aperitif Affair; the tropical, hibiscus-forward First Contact: Red; and Caffè Casoni, a layered blend of espresso, vermouth, honey, and Campari’s familiar bittersweetness. Throughout the night, Campari Group Singapore’s brand ambassador, Bystrik Uko, moved through the crowd sharing insights that brought each pour to life.
Up on the balcony, guests discovered another highlight: a Leica portrait corner overlooking the bar’s stunning main hall. Each printed portrait received a subtle infusion of Campari red, turning the moment into a cinematic keepsake.
To understand why the evening resonated so strongly, it helps to look at Campari’s philosophy. As Armando De Paolis, Managing Director Asia Partnership Markets, explains, the brand’s mission has always been to honour its rich heritage while keeping pace with contemporary culture.
“Campari’s strategy is not about abandoning tradition but reframing heritage as a cultural asset,” he says. “We strike a deliberate balance between profound history and contemporary relevance—preserving the ritual, while driving cultural innovation. In the drinks world, that means playing our part together with the hospitality industry in shaping local cocktail culture.” For him, red is more than a brand colour; it is “the visual heartbeat” of Campari.
He sees Discover Red as a milestone moment for Southeast Asia—an artistic statement that celebrates Campari’s identity while embracing the region’s creative pulse. The erhu-violin duet, in particular, stood out to him as symbolic of the brand’s connection between heritage and modernity.
With that in mind, we sat down with De Paolis to dive deeper into Campari’s philosophy, its long-standing devotion to craft, and why the brand continues to resonate across generations.
GRAZIA Singapore (GS): Campari is more than a drink; it’s an experience. How do you translate that creative, artistic energy into events in Southeast Asia?
Armando De Paolis (ADP): To connect with today’s consumer, you must transcend the physical bottle and appeal to their senses, curiosity, and desire for beauty. We aim to bring to life the Campari essence—the Italian elegance, the contemporary vibrancy—through experiences that feel larger than life.
GS: What makes Campari stand out in today’s spirits market?
ADP: Campari is an unmistakable spirit icon. Its versatility anchors some of the world’s most beloved cocktails. But what sets it apart is its aspirational identity—rooted in art, culture, and sophistication.
GS: How do collaborations with local artists and mixologists deepen the brand’s presence?
ADP: These collaborations allow Campari to embed itself in Southeast Asia’s creative and cocktail culture. For Discover Red, working with Dry Wave Cocktail Studio offered guests a taste of Campari’s intensity through fresh, regional interpretations. We are always searching for creators inspired by their own cultures and ways of storytelling.
GS: How does Campari expand thoughtfully across such diverse markets?
ADP: Localisation is key. We empower local talents to reinterpret classics through ingredients and traditions that resonate with their communities. Events like Discover Red help build aspiration in cosmopolitan hubs while staying authentic to each region.
GS: How will Campari shape cocktail culture in Southeast Asia over the next decade?
ADP: Campari has been intertwined with cocktail culture from the start. Twists on Campari classics have become icons in their own right. We will continue working with the hospitality industry to elevate experiences that celebrate connection, creativity, and culture. Discover Red is our blueprint—Campari as not just a spirit, but a symbol of style and creative expression.
This interview has been edited and condensed for clarity.
Please drink responsibly. To learn more about beverage alcohol facts, please visit www.drinkIQ.com.
READ MORE
The Soft Rebellion: How Hotels Are Giving Stays a Deeper Sense of Purpose
The Calm Elegance Of Lanson Place Causeway Bay, Hong Kong
Gen Z Is Searching for Preppy Clothes, Outfits for Matcha Runs, and Salmon DNA Skincare