La Cité du Vin: the city of Bordeaux unveils a landmark attraction with a permanent exhibition dedicated to the art, culture and commerce of wine
With an immersive visitor experience designed by leading British environmental and exhibition design firm Casson Mann, Cité du Vin’s permanent tour celebrates the story of wine across 22 themed installations and exhibits.
Appointed on winning an international competition in 2011, with a budget over €12 million, Casson Mann have created a unique sensory experience that welcomes visitors to Parisian architects X-TU’s eye-catching building.
Responsible for conceptualising and art directing all elements of the permanent visitor experience, including audio-visual and media elements, Casson Mann’s ambitious scenographic vision and interior concept is sympathetic to the form, materials and spirit of an innovative architectural concept that references the liquid turbulence of poured wine.
Through a series of spectacular, innovative and playful displays, the center celebrates the links between wine, culture, history and society, so significant to this area of France, and which are shared by wine-producing nations across the globe.
Structured into themes, the tour introduces the visitor to the rich symbolic and cultural capital of wine, and illustrates the ways in which its history, geography, geology, oenology, arts and commerce have shaped the world’s cultures and landscapes throughout history, from 7000BC to the present day.
Spread across a floor space of more than 3,000sqm, 22 different large-scale exhibits feature interactive experiences that stimulate the senses – sight, sound, touch, and smell. They range from spectacular helicopter fly-overs of the world’s most stunning vineyards where visitors can literally smell the vines on a perfect spring day, intimate galleries in which visitors can examine the detail of historical documents and artefacts close up, to innovative displays that deconstruct wine making process and invite visitors to delve into the colour, taste, feel and aroma notes of different wines.
Says Roger Mann, “Our vision was to create a richly textured experience in which visitors can be inspired by wine in all its wonderful complexity, and our aim has been to play with display design and technology to create variety and interest yet remain relevant to the subject. This exhibition is completely audiovisual and multimedia, with sensory elements to surprise, delight, intrigue and educate visitors about the drama, art and craft that surrounds wine”.
A truly international experience, visitors will be guided through the various installations with the help of an innovative personalised headset that dynamically translates the audio content into one of 8 languages. Unique in its off ear design, the headset simultaneously translates while enabling the visitor to remain connected to the soundscape and people around them.
Cité du Vin opens in June 2016
Find out more about the project here