A series of 10 podcasts dedicated to business culture, The Phoenix Principle consists of 10 fascinating stories from international brands, narrated by Italian journalist Valentina De Poli. During this challenging year, the importance of business culture has never been more vital to the corporate world. The history behind the progression and growth of a collection of successful international brands provides inspiration for new businesses, entrepreneurs and future generations.

“Never say never, because limits, like fears, are often just an illusion.”

Michael Jordan.

These podcasts bring some of the best business stories to life, including past struggles, successes, and where they find themselves today. Among this series are stories from Italian brands Campari, Lavazza and Swatch, dedicated corporate sponsors of the Peggy Guggenheim Collection.

The Campari Group has long promoted the importance of art and design as central to the success and reputation of the brand. From the stylish, evocative posters created by Leonetto Cappiello and Fortunato Depero in the early 1900s, to the first ever immersive advertisement, The Red Line campaign of the present day, Campari’s creativity and artistic expression continually pushes the boundaries, embracing art, music and cinema in the production of engaging and contemporary visual campaigns. The Campari journey tells a tale of transformation and constant renewal, looking to the future yet keeping history alive, exercising brilliant intuition through famous advertising campaigns which are always tied to the world of art.

How to transform a brand into a legend? Lavazza speaks about the concept of becoming a legend, discussing exactly what it is that makes a company or brand reach legend status. Lavazza focuses on continuous transformation and renovation, with art, culture and technology going hand in hand. ‘Towards 2030’, sustainability and the ever-present consideration for the future are central to the Lavazza family. In their 2021 Calendar release, ‘The New Humanity’ gives hope towards the future, highlighting the importance of looking after the world in which we live in. Becoming a legend means achieving immortality, and the well-established history behind Lavazza coffee attains just that. Always maintaining a strong dialogue between past and present, the digital future of Lavazza will continue to look at art and humanity for inspiration.

The Swatch story is centered upon three interconnecting themes: future, time and art. Recalling the unique ‘Sound of Swatch’ soundtrack, composed by Italian sound designer Chiara Luzzana, the ticking of the clock becomes a work of art in itself, as the sounds of swatch watches and factories noises are transformed into an all-encompassing musical composition. Art revolutionizes the very concept of time, as time becomes art, and art becomes time. The Swatch Art Peace Hotel, based in Shanghai, is an artist residency designed to bring artists together from around the world to experience a unique cultural environment dedicated to contemporary art. This project gives time to art, a gesture that demonstrates the love swatch has for art and artists alike. The Shanghai residency celebrates the freedom of expression, as well as the dialogue between artists, disciplines and cultures. Swatch champions the power of art and expression, always looking towards the next new creation. The artists in residency look forwards themselves, viewing the pandemic as a way to reimagine a different, more sustainable future.

Essentially, all three brands share a recognition towards the power and potential that art holds in the formation of our future world. Their mutual promotion of sustainability and social responsibility undoubtedly corresponds with their generous support for The Peggy Guggenheim Collection, combining art and sustainability in a way which benefits both present and future generations.