As the product packaging says, it is “100% authentic air”.
Wise folk say when someone is very good at sales, that “he even air can sell to you.” Well, this is now being made a reality by a company in Italy, which recently launched aluminum cans, containing air from Lake Como.
Yes, you read that right. Discerning visitors to the area everywhere can now inhale some of the most luxurious of the planet’s air, supposedly “captured” straight from the source among the hillsides and verdant landscapes of Lake Como in Italy.
The “luxury souvenir” is the inspiration of the Italian communications company ItalyComunicawhich advertises this imaginative memento as “ideal for those who wish to rediscover the tranquility and elegance of this heavenly corner, sealed in a box.”
With almost 10 euros tourists can get a 400ml container of “fresh air from the world’s most beautiful lake”, which the packaging says is “100% authentic”.
The label on each ‘can’ shows a motorboat sailing through deep blue waters from above, meant to evoke the luxury holiday destination about 50 miles north of Milan, home of George and Amal Clooney, of course.
The venture – understandably – received mixed reviews on social media, with some scoffing at it, while others claimed they would definitely buy a pot on their next visit to Italy. However, this is not the first time that an entrepreneur has tried to sell air from a region. In the past we have seen similar ventures in Paris, Rome, Berlin, Tokyo and others.
