For many tourists, a vacation souvenir is a way to bring a piece of their destination back home. Postcards, fridge magnets, and shawls are some of the typical choices, however, you get to bring something unusual, yet authentic, when in Italy. ItalyComunica, a communications company in Italy, has introduced a novel twist: cans of ‘100% authentic air’ from Lake Como, which is famed as one of Italy’s most scenic locations. Priced at €9.90 (about $11), each can holds 400 milliliters of Lake Como’s air, allowing tourists to revisit their memories in a truly unusual way.
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Lake Como is known for its breathtaking views and celebrity allure—George Clooney famously owns a house in the area, and movies like Casino Royale and House of Gucci were filmed there. It’s a popular spot, drawing over 5.6 million visitors in 2023, and the numbers keep growing. In an effort to capitalize on this, marketing specialist created an e-commerce site selling Lake Como posters after noticing the popularity of similar posters of cities like San Francisco and Los Angeles. His latest idea, selling air in a can, is aimed at creating “a souvenir that could be easily transported in a suitcase for tourists,” as well as “something original, fun, and even provocative.”
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“It’s not just a product; it’s a tangible memory you carry with you,” Abagnale says. It’s perfect for those who want to revisit the tranquility and beauty of Lake Como.” Once the air is released, the can is designed to be reused as a keepsake, possibly a pen holder.
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Not everyone is sold on the concept, though. Alessandro Rapinese, the mayor of Como, suggests that while it’s a creative idea, he would prefer tourists take home traditional souvenirs like the silk scarves for which the region is famous. “It’s a novel idea, but not for everyone,” he says. Still, Rapinese emphasises that he supports any way visitors want to take home memories of this iconic destination.
Although it’s innovative, Lake Como’s canned air isn’t an entirely new idea. ItalyComunica got the concept from similar products in Naples, where air has been sold in cans for years, and from international examples, such as companies in Iceland and Canada that also sell “fresh air” as unique souvenirs.
For those visiting Lake Como, you can bring home this quirky alternative to traditional souvenirs. It may be an unconventional keepsake, but it certainly captures the essence—quite literally—of an unforgettable place.