In the vast, sun-lit tapestry of northern Italy, nestled among the verdant rows of vineyards and misted valleys of Treviso and Venice, lies the birthplace of Prosecco DOC. Communicating the unique character and special nature of Prosecco is akin to rendering the very soul of a fleeting sunset—it requires boundless and inspired artistry. The Consortium for Prosecco DOC embraced this challenge, embarking on a series of inventive projects that encapsulate the very essence of this beloved sparkling wine.
In a gesture as generous as it is symbolic, the Consortium gifted the city of Milan a breathtaking mural in February 2024. Embodying the theme of “Italian Genius,” this splendid work became an unforgettable testament to Prosecco’s cultural and artistic significance. Tall, grand, and magnificently vibrant, the mural brought an air of perpetual celebration to Milan’s streets, its captivating colors and forms reflecting the vivacious spirit of the beloved Prosecco.
Simultaneously, a billboard on Via Prina lit up the city’s tableau with festive cheer, its modern design seamlessly integrating with Milan’s dynamic cityscape. This remarkable work of urban art, unveiled during Fashion Week on Via Canonica 37, bore the prestigious signature of Zoow24, an internationally renowned Italian artist. Reimagining the classic beauty of tradition, Zoow24’s creation portrayed Prosecco as an enchanting and refined woman, a muse in effervescent elegance, eternally inspiring those who gazed upon her.
In another splendid fusion of sensory delight, Prosecco DOC held a groundbreaking “in the dark” tasting event during Milan Design Week. Curated by Dr. Hoby Wedler, Ph.D., a distinguished U.S. chemist specializing in sensory perception, and in collaboration with Emotitech, an empathic design studio based in California and Bolzano, this unparalleled experience invited participants to savor Prosecco in utter darkness. Blindfolded, the senses were heightened, each sip unveiling the subtleties and complexities that define Prosecco’s unparalleled quality. Deprived of visual stimuli, the flavors danced and caressed the palate, leaving an indelible impression of Prosecco’s exquisite charm.
Further intertwining the world of Prosecco with modern culture, the Consortium initiated a collaboration with Germain Stone, affectionately known as The Wine Wolf. Stone, the innovative rapper and founder of Cru Luv Wine and Wally’s Auction, filmed an episode of his wine-themed documentary for The Original Wine & Hip Hop YouTube channel, navigating between Treviso and Venice. This 360-degree reportage offered a dynamic exploration of Prosecco DOC’s world, a symphony of voices harmonizing the knowledge of experts with the candid impressions of ordinary people. Together, they portrayed an authentic and rich narrative, celebrating Prosecco’s deep roots and its blossoming future.
Through these diverse and imaginative ventures, the Consortium has eloquently communicated the profound essence of Prosecco DOC. It is more than a sparkling wine—it is an artistic expression, a sensory experience, a cultural phenomenon, and a timeless symbol of Italian ingenuity and passion. These inventive projects stand as monuments to creativity, conjuring the magic of Prosecco in myriad, unforgettable forms.
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