From its vast visual archive, Galleria Campari presents RED CARPET: the cinema of dreams. Campari and the imaginary of stardom, 1900-1960, the exhibition that delves into the phenomenon of stardom in cinema in relation to the language of advertising and the communication strategies of the time, scheduled from Wednesday, October 22, 2025, to Tuesday, June 2, 2026.

Curated by Giulia Carluccio, the exhibition project retraces over sixty years of cinema history from an unusual perspective, where art, advertising, fashion, and contemporary celebrity merge. Cinema and the star system are narrated in a perspective of dialogue with the productive and communication strategies that have contributed to building the imaginary of the early 20th century.

Drawing from the historical archive of Galleria Campari, which houses a unique variety of visual materials, the exhibition retraces the early steps in the brand's film industry, in the '10s when the seventh art is still silent and in black and white, up to the '60s and beyond, when the phenomenon of stardom undergoes a transformation due to new forms of communication.

Focusing on the modes of representation of the star figure through different languages and media, the exhibition displays sketches, photographs, commercials, and carousels that follow one another through the rooms of the Gallery for thematic nuclei. From the temporal definition of the birth of the stardom phenomenon and its development throughout the 20th century, it moves on to its impact on the collective imaginary also thanks to the intervention of advertising, up to the advent of new expressive languages, which push towards a reconfiguration of stardom, between human dimension and pop icon.