Tourism hotspot in Italy attracts attention for selling strange souvenir
Italy’s picturesque region of Lake Como has started selling a unique souvenir, making many people raise their eyebrows.
The north Italian tourist hotspot has long been known for being the backdrop of many Hollywood films, while also hosting countless celebrity weddings, with many famous faces owning houses in the region.
For those travelling to the stunning Lake Como and wanting to purchase a souvenir to remind them of their travels, you can now forgo the classic keyring or magnet for a more unique souvenir item.
Communications company ItalyComunica says it has bottled the very air of Italy’s picturesque Lake Como and is selling these cans for €9.90 ($16 AUD) apiece.
Each can is said to contain 400 millilitres of “100% authentic air” collected from Lake Como, with the website stating buyers can “Open it whenever you need a moment of escape, tranquillity, or simply beauty.”
In an attempt to capitalise on the ever-growing visitor numbers, marketing specialist Davide Abagnale originally created the e-commerce site to sell dedicated Lake Como posters, before delving into the world of the unique souvenirs.
His latest initiative of selling canned air aims to “create a souvenir that could be easily transported in a suitcase for tourists” and “something original, fun and even provocative.”
Abagnale told CNN, “It’s not a product, it’s a tangible memory that you carry in your heart,” adding that once tourists are home and have opened the can, they can repurpose it as a souvenir pen holder or plant holder.
Not everyone was first onboard with the idea, as Como mayor Alessandro Rapinese said it wouldn’t be his first idea for tourists, and would prefer they take home other souvenirs, like the silk scarves the area is known for.
“It’s a novel idea, but not for everyone,” he told CNN. “But as mayor of one of Italy’s most beautiful cities, if someone wants to take some of their air home, that’s fine as long as they also take beautiful memories of this area.”
Image credits: ItalyComunica/CNN/Shutterstock