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Ornellaia

Creating A Multi-Sensory Experience for Ornellaia and the Solomon R. Guggenheim Museum Using Experience Design

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Challenge

In 2018, a partnership was formed between the world-renowned Tuscan winery, Ornellaia and the Solomon R. Guggenheim Foundation wherein Ornellaia would auction off large format bottles of their wines labeled with drawings by well known artists and donate the proceeds to the Solomon R. Guggenheim Foundation to fund a program called Mind’s Eye. The goal was to showcase Ornellaia’s patronage and give light to the Mind’s Eye initiative to make the art in the Solomon R. Guggenheim Foundation collection more accessible and available to the visually impaired community.

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Action

Colangelo & Partners worked with Ornellaia’s Estate Director, Axel Heinz, and Senspoint Design to conceptualize a blind tasting experience with Dr. Hoby Wedler, a visually impaired sensory expert to help explore the fine intersection between art and science through experience design. The Colangelo & Partners team invited a select group of wine and art press to take a blindfolded journey to Tuscany using aromatic oils depicting flavor compounds of Ornellaia’s wines, detailed verbal descriptions of the terroir and microclimate, as well as “touch objects” (including glasses of Ornellaia’s wines) to help provide an entry point for sensory understanding techniques. Following the blind tasting, guests had the opportunity to partake in a Mind’s Eye tour of the Solomon R. Guggenheim Museum’s latest exhibition which involved highly curated and detailed verbal descriptions of the art paired with “touch objects” which represented the texture of the art.

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Results

During and after the evening’s festivities, many invited press informed us that this was one of the most memorable, engaging, and interactive events they have attended. The event resulted in a successful collaboration that led to extremely positive feature coverage for Ornellaia, the Solomon R. Guggenheim Foundation, and Senspoint Design in publications such as Wine Spectator and Barron’s PENTA.