When ideas meet and join together

Picture: an Enrico Bartolini creation

Viviana Varese, teetotaller, Enrico Bartolini, moderate drinker, Matteo Baronetto, pragmatic taster.
This was the combination that led my mind to skirt over some ideas that have little to do with cooking but a great deal to do with aesthetics.  Structural aesthetics, the aesthetics of a perfect game, a fantastic equilibrium, like snowflakes: not a single one is the same as another.

Tag Interview

The creation of value as the cornerstone of a company

Interview with Davide Gaeta, one of the most authoritative and qualified scholars in the sector and a renowned figure in the world of wine.  A lecturer at Verona University in the Economics of Wine Production, vinicultural policy, food and agricultural marketing and wine production, Professor Gaeta has always combined significant managerial experience and major institutional posts with his academic career.
He has, for some years, been the owner of the Eleva company in Sant’Ambrogio in Valpolicella, producer of Amarone, and a theorist of “critical consciousness”, that way of doing business based not only on rational choices but on the shared objectives, values and dreams of those concerned in various ways.
Continuous and evolving teamwork in building solid, lasting success that is not influenced by the “throw-away” clarion calls that are so often a feature of the market, even when it comes to advertising. Each with their own specific vocabulary, creating an interdisciplinary dialogue that unites theory with practice, intuition with experience…

Tag Interview

Markets are conversations

Cluetrain Manifesto 1999.
The great change now underway is in the way buying behaviour is more and more influenced by the logic of reputation among consumers and peer pressure.  Often companies remain outside these conversations. Even though they have the same means as the consumers, they don’t know how to use them, how to become part of the conversation.

Tag Brand, Global design, Web site

Beyond the company, the stand

Reaching out from the company, going beyond, is a must.
Taking brand value into a physical space, with a formal, comprehensible language, pursuing that long-awaited sense of surprise and involvement that typifies the visitors to a trade fair. 

Tag Global design

The aesthetic side of wine: adorned with excellence

“The intrinsic value of a garment lies in the capacity to appreciate its content”, says the fashion designer Chiara Boni.
“A skilful cut emphasises the personality, the ‘taste’ and the “femininity”.
So the substantial values of a lofty wine, the outcome of effort and hard work aimed at attaining excellence, can be lost if the wine is adorned with a generic livery, not a skilful style that enhances its physical properties and character.

Tag Packaging

Bellavista: a vocation for excellence

According to Mattia Vezzola, it was a professional and personal matter that together took him to Bellavista and the attainment of the heights of quality in expressing the absolute uniqueness of identity and style of a company and a product.
A result achieved through the perfect integration between the various elements involved: “… I have always maintained that the people who collaborate with a company must not limit themselves to giving their professional service, but must feel part of the project of growth, really taking part as a privileged person within the project. That means being able to create themselves, together with the owners, the idea of the corporate brand…”

Tag Brand, Interview, Naming

Marketing a wine according to Angelo Gaja

Marco Senaldi met with Angelo Gaja to ask him about his opinions on how to create a brand with a wine and what’s his idea of a winning marketing strategy. We spoke with him about the relationship between wine and its packaging and how it can help increase the value of an historic brand.

Tag Global design, Interview, Packaging, Restyling

2008 - Oenographies: designing narrative itineraries

Midway between the process of design and the production process in the wine sector lie forms of this itinerary that show a certain degree of similarity. These itineraries are also ‘stories’: itineraries that encapsulate acts of narration.

Giovanni Baule is full professor of Industrial Design at the Faculty of Design at the Polytechnic School of Milan, where he also chairs the undergraduate course on Communications and Design and is deputy coordinator of postgraduate course on Industrial Design and Multimedia Communication.
Since 1985 he has edited Linea Grafica, a bimonthly magazine on graphics, visual and multimedia communication (XVII Premio Compasso d’Oro).
His main focus of interest is methodology of visual communication, design and research into multimedia systems of electronic publishing.

Tag Global design, Video

2008 - Oenographies: Interaction between graphics and structures

“Wine is a real value that transcends reality” - Luigi Veronelli

The link between wine and aesthetic research has become increasingly clear and important over the past few decades. In the case of Piemonte’ wines, this evolution has been driven by companies or enlightened wine-producers whose prime aim has been to re-launch the production of high-quality wines, generating a phase of renewal that has laid the foundations for the development of its products, also in aesthetic terms. From this point of view, producers like Giacomo Bologna, Maria Borio, Angelo Gaja, Bruno and Marcello Ceretto, to mention just a few names, should be seen as pioneers of this phenomenon which has seen intense commitment to achieving excellence in every sense in Piedmontese wines. A variety of means, both analytical and aesthetic, are used to interpret wine, describing it through images or shapes. This exhibition aims to tell the story of how a label is designed and how much new and significant progress has been achieved by the wine-producing companies in our region.

Mercedes Bresso
President Piedmont Region

Tag Global design, Packaging