Many Wineries have merged Wine and Art as a marketing strategy and brand positioning. Italian Ornellaia, one of the most prestigious Tuscan wines, has created that union in 2008 by allowing his wine labels to be a platform for contemporary art or Sicilian Donna Fugata which has also established a dialogue with the exhibition dedicated to “Illustrations by Stefano Vitale, wine and Sicily” in 2018.
There is also a new experimental approach in the art world to literary merge and integrate the wine bottles into the art pieces. Historical Friulian Winery Cantina Principi Di Porcia has started a collaboration with avant-garde project space Art Aia – La Dolce Berlin who recruits some of its artists to integrate the Friulian wine brand into their artworks:“The collaboration with Art Aia has allowed us to explore art in a creative form that finds Wine and artistic works united in winning synaesthesia in which taste and visual sensorial spheres interpenetrate“, says Prince Guecello di Porcia who is also an art lover and supporter of cultural events. Several emerging artists have been joining this challenge so far like American painter Wyatt Mills, Sarah Woelker from Berlin, Irish James Devlin, Annelisa Leinbach, Ucrainia Illustrator Mariana Panchuk and also Giovanni Morassutti with his video art piece “Ribolla” also featured on Arte Laguna World.
“Winemaking is an artistic creation in which you deal with a variety of styles, colors, and inspiration. Therefore good wine, like good art, can evoke emotions, sensations and create an experience which leaves a lasting impression.” – Giovanni Morassutti
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