VITE: tra l'uomo e la natura
System Design for Lungarotti
CONTEXT- Lungarotti is an example of how wine can be a strong element to create system, a successful and integrated storytelling case of Umbria’s territory and its excellent products. Lungarotti is wine, hospitality and culture - they own a Wine Museum, an Oil Museum and a Foundation. In addition to the facilities related to high class hospitality and two wineries. We are aware that the cultural and experiential approach is the main driver of the contemporary business, in particular in the wine industry, and, assuming the excellence of the product, the success of “storytelling” is given by telling the “truth of a product and its territory“ in a creative and professional way. Our task was to work in the characterization of one of the unused cellar room, an important spot of the visit and reception path. An entry point to experience the values that Lungarotti wants to transfer its visitors. A place of hospitality, story, entertainment, of immersion in the cellar, their territory
and landscape.
CONCEPT- Our aim was to create an immersive collective experience, reinforcing their system values and traditions behind wine production, enhancing the relationship between the land and the people. We came up with the idea of representing the system as a real archipelago of values connected with each other by a thread without interruptions, to represent the history of the family and land traditions. The solution tries to find a plot for the spatial dimension of the room, combining living spaces and visible different perspectives according to a vertical and a horizontal dimension. The solution was born trying to tie together all the values and made them talk. In each vertical dimension we could find interactive touchscreen panels able to explain the conexions, through audiovisual narrations and evocative images. The room has flexible uses, it could be used both during the preparation of events or during operational phases in the winery as the material exposed could be easily dismounted and only the floor iconic stage remained.
-Torgiano, Italia-