Mario Berrino, the Ligurian painter and colourful entrepreneur, was born on this day in 1920 in Alassio, the coastal town where he would spend almost all of his life. Best remembered for capturing the atmosphere of the Italian Riviera in his paintings, Berrino also left an enduring mark on Alassio through his entrepreneurial ventures and artistic imagination.
Although he only turned to painting full time in his 50s, Berrino’s evocative depictions of Ligurian landscapes and coastal scenes soon became highly sought after. His works, often characterised by their simplicity and strong sense of place, regularly sold at auction for hundreds of euros. Today, his legacy lives on through galleries dedicated to his art in Alassio and Monte Carlo.
Before embracing painting, Berrino made his name through projects that blended creativity with entrepreneurship. As a young man, he helped run the Caffè Roma, a family business that became a celebrated meeting place for artists, musicians and writers. Among its regulars was Ernest Hemingway, who struck up a lasting friendship with Berrino. Their collaboration in 1953 gave birth to one of Alassio’s enduring landmarks: Il Muretto di Alassio.
Berrino and entrepreneurship
What began as three colourful tiles bearing the signatures of Hemingway, guitarist Cosimo de Ceciglie and vocal group Il Quartetto Cetra has grown into a wall featuring nearly 1,000 tiles signed by prominent names from culture, entertainment and sport. The site remains a popular attraction for visitors to Alassio.
That same year, Berrino launched the Miss Muretto beauty contest, which ran until 2013 and produced winners who later found fame, including television presenters Simona Ventura and Elisa Isoardi. His inventive spirit also led him to sell “L’Aria Pura di Alassio” – jars of fresh sea air marketed across Europe – and to stage the Sciaccagiara, a steamroller race that attracted Formula One drivers such as James Hunt and Clay Regazzoni.
Berrino’s entrepreneurial flair was matched by his personal charisma. Locals recall him driving around Alassio in his distinctive Fiat Ghia 500 Jolly, a rare model favoured by celebrities. Despite surviving a kidnapping attempt in 1974, he continued to devote his later years to painting, establishing himself as a respected artist.
Berrino died in 2011 at the age of 91, but Alassio continues to honour his memory. In 2020, the town marked the centenary of his birth, celebrating a man remembered not only for his art but also for the joy, imagination and character he brought to his community.
