Lake Como Cans Air for Tourists at €10

Tourists can now purchase sealed cans of Lake Como air, a novel souvenir amid rising visitor numbers.

Cans containing 400ml of Lake Como air are being sold for €10 at select locations around the lake.
This marketing idea aims to appeal to American tourists, whose visits have increased since George Clooney purchased a villa nearby.
The concept draws inspiration from historical and artistic precedents, including Marcel Duchamp's 'Air de Paris' from 1919.
Some locals express skepticism, preferring the genuine experience of breathing Como's air firsthand.
Tourism in the Lombardy region is booming, with 5.6 million visitors last year, prompting measures to manage overcrowding in popular areas.