Buzz
The toughest part of any trip is often the return to reality. Alongside the emotional adjustment, there’s the pressure to bring back meaningful mementos. Rather than opting for the usual trinkets like shot glasses or magnets, travelers to Lake Como can now take home a piece of the destination itself—canned air.
ItalyComunica, a communications firm, is offering 1-ounce canisters of Lake Como’s air for £9.90 ($11) each. According to the Lake Como Air website, every can contains 400 milliliters (13 ounces) of “untainted air from the world’s most stunning lake.” The site even details the air’s chemical makeup (78% nitrogen and 21% oxygen, for those wondering). Once opened, the can still serves as a charming keepsake.
While Lake Como promotes the canned air on its website, it’s exclusively available in local stores. As reported by CNN Travel, Davide Abagnale, a marketing expert who previously sold Lake Como posters online, conceived the idea. A representative from ItalyComunica shared that Abagnale aimed to “design a souvenir that’s easy for tourists to carry in their luggage” and sought to create “something unique, amusing, and thought-provoking.”
The idea of selling air has been around for a while. According to CNN, Adagnale drew inspiration from other Italian tourist destinations capitalizing on similar novelties. Beyond Italy, a company in the UK sold bottled air during the COVID-19 pandemic to provide solace to expatriates missing home. Additionally, a Canadian company has shipped hundreds of air cans to China, addressing the nation’s severe pollution issues.
Lake Como’s appeal extends beyond its pristine air and breathtaking views. The region is also famous for Italy’s notorious “Ghost Mansion,” adding an eerie allure to its charm.
