Have you ever tried packing sunlight? Here’s an idea for a future startup — there will definitely be buyers. Just like the ones who’ve found canned air gathered from Lake Como, presented by ItalyComunica Srl.
Now tourists can bring home a souvenir from an Italian place that millions visit every year — a number that keeps growing, with 5.6 million visitors recorded in 2023. For €9.90 or about $11, you can own a piece of bottled memories in the form of 400 milliliters of Lake Como’s breeze.
The very cans of air from Lake Como, priced at €9.90. Photo: CNN/ItalyComunica Srl
The idea of selling “100 percent authentic air” from Lake Como came from Davide Abagnale. This marketing specialist, looking to capitalize on the region’s popularity, first created an e-commerce site selling Lake Como posters. It was on his honeymoon in 2022 when he saw how posters of San Francisco and Los Angeles were popular sellers in the U.S. Abagnale decided to go for something more unique, and as ItalyComunica puts it, canned air is “original, fun and even provocative.” Plus, the can itself can be repurposed as a pen holder.
Abagnale calls it “a tangible memory” rather than just a product. Interestingly, the official website for Lake Como Air doesn’t sell the cans online, as it explains: “[W]e want to promote visits to the Lake Como area”.
As noted by the British Mirror, Lake Como’s popularity has only increased recently, thanks to celebrity connections, including George and Amal Clooney, and films like Casino Royale and House of Gucci.
Yet, not everyone is on board with the idea. Como’s mayor, Alessandro Rapinese, shared with CNN that tourists would more likely buy local silk scarves than canned air. Plus, many travelers opt for carry-on luggage only, which complicates taking the unopened can along.
The news about selling air made headlines on November 5, even competing for public attention with U.S. presidential election topics. And yet, as market experts note, the Italian entrepreneur’s idea isn’t exactly groundbreaking. While there’s a huge buzz around these air cans, the concept itself is nothing new—similar “authentic” breezes are already on sale in the U.K., Canada, and Iceland. So, despite the sensation, this Italian twist may simply be the latest in a global trend.
