“Territori. Italian Architecture of Wine” was inaugurated in Verona. The project, promoted by the Italian Ministry of Foreign Affairs and International Cooperation (MAECI) and developed by our team in collaboration with AT Media, aims to showcase Italy’s cultural and productive heritage through an innovative narrative centered on architecturally significant wineries.
The project was presented during the institutional session of MAECI’s Annual Conference, dedicated to coordinating the global network of Italian Cultural Institutes, held at Verona’s Teatro Filarmonico. The event provided a particularly meaningful setting, highlighting the strategic role of culture as a driver of Italy’s international outreach. Addressing the Directors of the Italian Cultural Institutes, Minister Antonio Tajani stated: “As ambassadors of our culture, you must play an increasingly leading role in representing Italy, a global cultural powerhouse.”
Inspired by this vision, “Territori. Stories of Architecture and Wine” tells the story of ten outstanding Italian wineries, from Piedmont to Sicily, selected for the excellence of their wine production, their architectural significance, and their unique relationship with the surrounding landscape. The project offers a journey that explores the dialogue between wine, architecture, and territory through contemporary storytelling, helping promote the excellence of Made in Italy around the world.
As part of the initiative, we developed a WebApp in collaboration with the ARtGlass team, featuring augmented reality content available in six languages. Together with AT Media, we also created an immersive virtual reality experience accessible through VR headsets. These digital tools were designed according to the principles of accessibility and inclusion, offering audiences an engaging way to discover Italy’s cultural heritage through innovative technologies.
With the launch of this project, we continue our commitment to enhancing Italy’s cultural heritage and promoting its excellence internationally through the most innovative and inclusive forms of cultural access and engagement.
