November 14, 2008
Art in the Vineyard

Wine tourism in Italy is ever-changing as wineries continue to find new and exciting ways to promote their territory and products, attracting an increasing number of visitors eager to combine their new found interest in eco-tourism with their passion for wine and the good things in life. A winning combination which seems to satisfy all involved, bringing not only a greater appreciation of local culinary and winemaking traditions and cultures, but boasting local economies as well.

The increasing popularity of wine-tourism has prompted many wineries to invest in the modernization and redesign of their cellars, which have come to be much more than temples of rest and refuge for the wine, but structures capable to render the experience of the visit something worth remembering: enoteche, museums, agriturismi and restaurants are finding their way within the estate grounds, thus becoming an integral part of the winery and its daily activities.

The latest evolution is to bring more attention to a vital part of the winery: the vineyard—often overlooked during the visit experience “package” being offered to the wine enthusiasts. This approach by many producers is meant to meet the new needs of Italian and international consumers interested in “bringing home” not just the memory of a label connected to a specific area of production, but the pulsing heart of the winery, the vineyard, generally perceived as the most natural, genuine and authentic element.

As a result many producers are updating their structures, going beyond the cellar and tasting room, rendering their vineyards accessible to visitors by creating natural itineraries and “open-air museums” that often showcase artworks, mostly sculptures and installations referred to as “site specific art” which help to draw attention not only to the production process taking place in the cellar, but also to viticulture. This is also become a way for the winery to further showcase its individual philosophy and personality, using art and techniques in perfect harmony with nature, making sure that nothing in the vineyard is altered or disrupted.

In Abruzzo producer Marcello Zaccagnini, an avid art collector has been at the forefront of connecting art to wine. In 1984 he commissioned German artist Joseph Beujs for the "Nature Protection” project, the first among several artistic projects the winery runs every year, and has very visible sculptures among his vineyards over looking the Majella National Park. In Piedmont, in 2003 Michele Chiarlo inaugurated the artistic itinerary titled “La Court” which includes pieces of famous artists made with raw and natural materials such as wood, glass and ceramic as part of their Montemareto vineyard in Castlenuovo Calcea.

In Tuscany, celebrated Brunello producer Donatella Cinelli Colombini has created an interesting artistic track route within the vineyards of her Casato delle Donne property, to include pieces of contemporary art and signposts describing the natural characteristics and history of the surrounding landscape. Most interesting are the noteworthy quotations from women around the world, with quotes from Italian prima bellerina Carla Fracci, American novelist Frances Mayes, humanitarian Kerry Kennedy, along with nuns and volunteers as a way to celebrate heir work and important role in society.

Other notable projects: the “Ansitz Lowengang” project from Alois Lageder of Trentino-Alto Adige; the “Sculptures Park” inaugurated last year in Lombardy by major Franciacorta producer Bellavista; and commissioined by the Ceretto family the 1997 colorful restoration by English artist David Tremlett and interior design by the American Sol LeWitt of the early twentieth-century chapel that lies in the middle of the winery’s Brunate vineyard.