Lake Como, known for its stunning beauty and elite tourism, has added to its array of quirky souvenirs with the introduction of sealed cans of air, labeled as "pure air from the most beautiful lake in the world." Priced at about $11 or €9.90 per can, these air cans are being marketed as luxurious souvenirs, promising visitors the chance to bring home the essence of this serene destination.
Offered by the communications company ItalyComunica, each can contains 400 milliliters of air collected from the picturesque lake region, which has gained immense popularity over the years thanks to its breathtaking landscapes and celebrity associations. George Clooney, among other A-listers, has been linked to the area, owning property nearby and featuring prominently on social media, where images of the lake flood timelines.
The campaign aims to take tourists beyond conventional souvenirs like keychains or magnets. Described as "perfect for those who wish to rediscover the peace and elegance of this heavenly corner, sealed in a tin," the idea behind selling canned air traces inspiration from earlier ventures by marketing expert Davide Abagnale. Abagnale noticed the lack of unique souvenirs and initially began by selling posters of Lake Como. His latest venture, selling canned air, is meant to offer something original, fun, and provocative.
"It's not just about selling air; it's about providing something light-hearted and memorable," said Abagnale. He intends for the cans to serve as "tangible memories"—once opened, tourists can repurpose them as decorative pen holders, blending function with nostalgia. Visitors are encouraged to open their cans occasionally to evoke memories of their peaceful days at Lake Como, as suggested on the product's website.
Despite the quirky framing of the product, reactions have been mixed. While some find the concept amusing and fitting for the eccentric souvenir market, others, including Como's Mayor Alessandro Rapinese, feel skeptical. "It’s certainly not the first thing I would suggest as a souvenir," Rapinese stated. He preferred typical local offerings, such as the region’s silk scarves. That said, he has also conceded it’s harmless if tourists truly want to bring home some local air, provided they take fond memories with them.
This isn’t the first time the concept of selling canned air has emerged. The air selling business has roots tracing back to post-World War II Italy, particularly Naples, where Gennaro Ciaravolo began selling air out of food aid cans, promoting it as “Aria di Napoli.” Abagnale noted this isn’t even unique to Italy—similar products are available worldwide, including canned air from locations like Iceland and even Canadian brands bottling air from the Rocky Mountains.
Over the years, Lake Como has experienced soaring interest—over 5.6 million visitors flocked to its shores just last year. With numerous international film productions choosing the stunning backdrop for their sets, and with social media enthusiasts sharing breathtaking snaps, it’s no wonder the tourist influx continues to grow.
The novelty cans began selling earlier this October, exclusively at local stores. They haven’t been made available for online purchase, as the initiative is meant to encourage physical visits to the breathtaking region as much as it promotes unique purchases.
Critics, especially on social media, see this venture as less original and more recycled—a user on X lamented: "Not new. My parents had something similar from Banff 50 years ago." Still, others find humor in the concept's absurdity, with another comment adding, "Come on! It’s just a souvenir." Evidently, the reaction encompasses both amusement and skepticism, illustrating the polarization of opinions on the novelty.
Visitors may debate the merit of their Air-Come souvenirs, but such innovations contribute to the global trend of mixing tourism with eccentricity. This move from Lake Como reflects the tourist board's efforts to adapt to changing preferences for memorable, Instagram-worthy experiences as they cater to the whims of modern-day travelers willing to take home odd mementos—often for the sake of stories they can tell.
Tourists can find the canned air product available at selected venues throughout the area, namely at two local stores: a charming bookshop and a cozy restaurant, alongside two other popular lake destinations, Menaggio and Lenno. With each purchase, visitors will not just carry home the fresh air but also embody the spirit of Lake Como.
Whether it becomes the next popular souvenir or fades away as quickly as it arrived remains to be seen, but it’s evident this quirky idea hasn't gone unnoticed. Adventurous tourists will likely capitalize on this unusual offering, ensuring the legend of Lake Como air will be part of many travel tales far beyond its borders.
