You don't need to read on colour psychology to understand the power and allure of red. It commands attention immediately and unapologetically. Just like–no surprises here–one instantly recognisable Italian liqueur. Spreading the joys of its aperitivo culture, Campari painted Atlas red in an exclusive takeover.
Indispensable to the Negroni, the not-so-secret ingredient behind classic and contemporary cocktails alike didn't just take over the grand space. It did right by both its global reach and historical roots to fully immerse all guests in a richly expressive experience.
Bringing its signature values to life with a splash of sophistication and a dash of storytelling requires more than just fun performances. It's creativity, passion and heritage in one honestly exhilarating night.
A whirlwind of Charleston flair, captivating symphonies, and distinguished drinks; all with a timeless keepsake to take home your memories with. So we pulled back the red curtains on one of the key individuals behind the inspiring endeavour, and picked his brain on the crimson spirit.
Serving as Managing Director of the Group's Asia Partnership Markets, Armando De Paolis talks us through being part of a magnetic brand that is as cinematic as the prestigious film festival it is official partner to for the fourth year in a row.
ESQUIRE SINGAPORE: Discover Red is largely synonymous with the Cannes Film Festival; how does that translate to the recent event at Atlas? How do you balance global brand consistency with hyper-local relevance in Asia?
Armando De Paolis: DISCOVER RED is built upon the very same philosophy that guides our pinnacle global activations at places like the Cannes Film Festival. It is a commitment to artistry and sophistication. The nuance here was to balance the global consistency while ensuring local relevance.
In addition to partnering with the Southeast Asian hospitality industry to bring the local twist on our most popular drinks, for the ATLAS event, the link was achieved through the artistic fusion between the compelling performance by the Erhu and Violin musicians. That magnetic interplay, a traditional Chinese instrument engaging with the bold, Western electric violin, was our metaphor for Italy meeting the region.
Through this, we hope to introduce, or re-introduce, Campari as a fusion of Italian elegance and contemporary vibrancy, with an intriguing experience that matches our audience’s desire for authentic, high-quality moments.
ESQ: Discover Red leans into 160 years of Campari’s craft, so how does one translate that heritage into a contemporary, creative experience?
ADP: Our heritage continues to guide and inspire us, as we explore the avant-garde spirit through a modern lens. At the core, we aim for every touchpoint to reflect our brand’s personality: discerning, intriguing, instinctive, yet always bold in a thoughtful way. We achieved this by transforming the very essence of the aperitivo, a moment of creativity and connection, into a dynamic, multi-genre art form.
At DISCOVER RED, the journey begins when they step in through the Campari tunnel, framed by posters of our iconic Campari artwork over the decades. This transports them through time and taste, where every panel reveals a chapter of passion, creativity, and tradition, setting the stage for an unforgettable evening.
Inside, they experienced a series of passionate live performances specifically designed to express that boldness and creativity. For example, we blended the classic with the contemporary, ensuring both respect for tradition and excitement for the new.
We had 'Red is Rhythm', where the energy and theatricality of the Gatsby Dancers injected a vintage sense of bold, classic glamour. For us it’s all about creating intrigue, while showing how our brand seamlessly blends Italian tradition with modern, cosmopolitan Southeast Asian cultures.
ESQ: In putting together the history of Campari, was there anything surprising that popped out of the brand’s past?
ADP: When you look at Campari’s rich history, the most surprising thing is not the individual facts, but the absolute consistency of our pioneering spirit. What truly 'pops out' is how early and seamlessly Campari committed itself to being a patron of the arts, a passion that ignited a timeless revolution. When we put together the Campari tunnel of our iconic artwork over the decades, every panel revealed a chapter of passion, creativity, and tradition.
We were never just a drink; we have always been a cultural force. We hope that the commitment to our pioneering spirit, passion and boldness speaks to our audience as they look for brands with genuine character, story, and status. The surprise is simply how interesting and relevant our 160-year-old philosophy remains today!
ESQ: How have you seen Campari evolve since you took over the role, if it has?
ADP: Campari’s evolution has always been a blend of heritage preservation and forward-looking innovation. It remains rooted in Italian aperitivo culture while embracing new global trends, including aiming to build relevance in the Southeast Asian consumers.
What I’ve observed is that the level of mixology in the region continues to rise, with exciting and diverse new concepts shaping a dynamic cocktail scene. At the same time, there’s a renewed enthusiasm for Campari and the timeless classics—beginning with one of the most iconic cocktails, the Negroni.
ESQ: Why was Atlas chosen for Singapore’s Discover Red event?
ADP: The choice of ATLAS for DISCOVER RED was the easiest. By far one of the best bars in the world, ATLAS is an iconic venue, a magnificent Art Deco temple that immediately transports guests to the golden age of the 1920s, and a landmark of Singapore. This sense of timeless, sophisticated glamour perfectly mirrors Campari’s own 160-year history of excellence and its Avant-Garde Spirit. This partnership created iconic moments as a perfect fusion of Campari’s vision and ATLAS’ unparalleled setting.
ESQ: What were some of your favourite moments during the Atlas takeover?
ADP: I love Campari and ATLAS is one of my all time favourite bars, I’ll admit my bias. Being able to bring the two together, and seeing the brand essence come to life seamlessly in such an astonishing location is something I will always remember. Seeing ATLAS dressed spectacularly in red was truly remarkable!
ESQ: What is a challenge you face in your role that most outside the industry wouldn’t necessarily understand?
ADP: While it can be seen as a challenge, yet I consider it as a rare opportunity, one we feel fortunate to have is taking such an iconic Italian aperitivo brand, one that celebrates connection, creativity and Italian culture, and make it locally relevant to a diverse and fascinating region such as Southeast Asia.
ESQ: What other bars would you recommend in Singapore?
ADP: There are many as the cocktail scene in Singapore is outstanding. I would say: bar Somma, great location where you can enjoy a real Campari Seltz as the one in our very own Camparino in Milan. Anti:Dote where we hosted our 2025 final of Campari Red Hands. Another would be the Origin bar, known for its great vibes and long-lasting presence in Singapore.
ESQ: Working with Tamaryn Cooper and Parom Leo Malakul, how were the cocktails conceived? How did the cocktails honour classic Italian aperitivo tradition while still pushing the craft forward?
ADP: Working with the team from Dry Wave Cocktail Studio—Tamaryn Cooper and Parom Leo Malakul, #5 of Asia’s 50 Best Bars, was a true partnership built on shared excellence and passion.
Based in Bangkok, they are an example of how creativity inspired by Campari has no geographical boundaries. The cocktails were conceived around a central challenge: how to respect Campari’s role as the defining ingredient while injecting a modern take, showcasing Campari’s unique and distinctive recipe that truly makes us an aperitif like no other, delivering unmistakable intensity and depth.
These cocktails, including my personal favourite Caffe Casoni, named after the bar where Negroni was born in Florence in 1919 (which contains Campari, Honey & Thyme Skyy Vodka, Vermouth Rosso, Vermouth Bianco, Espresso), perfectly showed how Campari, with its natural complexity, is a sophisticated anchor for diverse flavour profiles. It was a beautiful fusion of Bangkok's innovative mixology and Italy's timeless aperitivo ritual.
ESQ: What other Discover Red programs do you have planned in Singapore?
ADP: DISCOVER RED is our blueprint for the future. Southeast Asia is home to distinct and magnetic cultures, making it a place like no other for unique local expression. We are deeply inspired by this diversity and richness, which is why we are actively working to engage in a true dialogue with local culture and consumers across the region.
We will do this by fostering deeper connections and inviting co-creation with bartenders and consumers to craft their own imaginative Campari drinks that feature local ingredients or practices. By respecting the local scene, we ensure Campari fits seamlessly into the region's dynamic cocktail culture.
ESQ: Touching back on Discover Red’s initial presence at Cannes, what kind of Campari-laced cocktail is suitable with a certain kind of movie genre?
ADP: Romance: a Campari Spritz, light, sparkling and playful. Comedy I would say Americano, easygoing and approachable. Horror: a Negroni without Campari, don’t even let me think about it!
To be part of future editions of unforgettable Campari events, visit Campari
