Design marries Bacchus
The designer Mariano Mulazzani is developing an innovative communication project for a historical Italian wine trademark

The area of company communication is increasingly developing as an immaterial architecture that aims at constructing the identity of a company and the development of sophisticated commercial strategies. The partnership between designer Mariano Mulazzani and Michele Chiarlo, a Piedmont productive reality with its roots in traditionalltalian wine-production. is precisely in line with this trend. Intervention into the specific activity of the company intends exalting and valorising the characteristics that over the years have defined its identity. Development of thought and action that start from a widely successful tradition that looks towards the future.

Delicacy and respect are the dominant traits of Mariano Mulazzani's project for Michele Chiarlo's wines. Delicacyin not overloading with signs what the company has constructed and allowed to sediment so well over the years. respect for the work and historical specificity that has made known to the world a trademark with a healthy balance between traditional and innovation. The strength of the light. understood as a presence/absence that wishes to create emotions and involvement. almost without being aware that the light itself is one of the reasons for this pleasure. Creating environments in which architecture is the active force of relations and contact between company identity and users. An exchange that reinforces and underlines sensitive emotions to living. precisely involving a moment of life.

Expression of the "right" balance, harmony of forms and materials. The project develops and takes shape from the material. Land, wood and water are the throbbing heart of work, the essential materials upon which the constant work of mankind insists. The feeling of living. Nature that passes through the heart and through the heart is represented in environments able to contain emotional elements. The project for a new wine tasting room and a room for laying down bottles of Barolo at Cerequio in the La Morra locality have become the guidelines of this innovative project in communication. In the extremely beautiful historical context of the Cerequio Village what were the cellars of the Michele Chiarlo Company will be transformed into a wine tasting room with a room assigned for laying down bottles of Barolo.

Light, technology, and raw materials will become the context of a world made up of pleasure, harmony, feelings, and little balancing games, without forgetting the point of contact with historical tradition. New, young, and elegant packaging to exalt the product whose container takes shape only when the product is poured into it. almost as if the container has no identity except through its content.

Emotion and involvement also in what allows containing and transporting... Aperivino, a fringe event of the Verona Vinitaly Fair,is the "play" part of relating to t~e world. A moment of joy will be presented inside the great refrigerator celi of the former geheral stores of Verona, a grand aperitif in which wine, music and food will come into play and every year a special event connecting these three ingredients.

Text Celeste Palmieri