Acqua Sant'Anna Launches Art Partnership with Silvano Pupella Exhibition in Milan

Italian mineral water brand Acqua Sant'Anna, based in Vinadio (Cuneo), has initiated a corporate cultural strategy under CEO Alberto Bertone, commissioning artists to interpret the brand's world. The collaboration launches on April 8, 2024, with the photography exhibition "Acqua – Liquida bellezza" by Silvano Pupella at Galleria Still in Milan, curated by Denis Curti. Pupella, a former corporate manager turned photographer, captured over 50 images at the Vinadio plant, depicting water flow, production processes, robots, and employees. The exhibition runs until April 24, 2024. Pupella aims to raise awareness of corporate-public relationships and dignify workers. Curti compares the project to historical corporate photography by Henri Cartier-Bresson and Martin Parr. Following this, Acqua Sant'Anna plans a permanent exhibition at its Orbassano (Turin) headquarters featuring artists Alessandro Ciffo, Gérard Courbouleix–Dénériaz (Razzia), and Marco Lodola. Curti notes that corporate clients now drive photographic production, replacing publishing. The initiative is framed as a "culturalization" of the company, not mere sponsorship.