Tourists visiting the picturesque and upscale Italian lakeside town of Como have always had plenty of choices when it comes to souvenirs, ranging from fridge magnets and keychains to snow globes and ornaments. Now, there’s a new item that is catching attention: sealed cans of "Lake Como air." These cans, sold by the communications company ItalyComunica, are priced at $11 (€9.90) and contain 13.5 ounces (400 ml) of "pure air from the most beautiful lake in the world," according to the product's website. Marketed as a "luxurious souvenir," they offer tourists a chance to bring a piece of Lake Como home with them. The cans are described as "perfect for those who wish to rediscover the peace and elegance of this heavenly corner, sealed in a tin." Lake Como Air invites visitors to "open it whenever you need a moment of escape, tranquillity, or simply beauty."
The cans, which have been on sale since early October, are only available in local stores in and around Como. They cannot be purchased online, as the company aims to encourage visits to the Lake Como area. The website states, "Only those who visit Lake Como can want to buy our souvenir; memories are not bought but lived." These cans are being sold at two locations in Como: a bookshop and a restaurant, as well as in Menaggio and Lenno, two popular destinations on the lake. Lake Como, located 50 miles north of Milan, is famous for its extravagant villas that attract celebrities and affluent vacationers from around the world.
International film productions have chosen the lake as a stunning backdrop, and social media is filled with users showcasing their trips. Interest in Lake Como surged in 2002 after George Clooney purchased a villa in Laglio, a village on the western shore of the lake. One user on X noted that this celebrity connection has inspired the quirky product, referring to it as “Inspired and breathed by George Clooney.” This is not the first instance of Italian air being canned and sold. Shortly after World War II, Italian businessman Gennaro Ciaravolo began selling canned air from Naples, using empty food aid cans left by U.S. troops after the liberation. He claimed to fill them with air and called it “Aria di Napoli.”
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