Bordeaux’s new cultural landmark features a permanent tour designed by Casson Mann – an immersive celebration of the story of wine across 22 interactive installations and exhibits.
Appointed on winning an international competition in 2011, Casson Mann have created a unique sensory experience that will welcome 450,000 visitors annually, to Parisian architect XTU’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 unique architectural concept that references the liquid turbulence of poured wine.
Spread across an oval floor space of more than 3,000sqm, 22 different large and small-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can literally smell the vines on a perfect spring day, intimate galleries in which visitors can examine the detail of historical documents and artefacts close up, to innovative displays that deconstruct wine making process and invite visitors to delve into the colour, taste, feel and aroma notes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.
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.
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.
“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”. – Roger Mann, creative director.
For more details about La Cité du Vin, visit http://www.laciteduvin.com/en