MetodoContemporaneo: the art of mapping Italy’s wine landscape

In an era where service design and territorial mapping are becoming essential tools for cultural enhancement, a project emerges that redefines the bond between art and landscape: MetodoContemporaneo. This observatory—the first of its kind in Italy—aims to trace and narrate the presence of contemporary art within wine regions, transforming wineries into new cultural epicenters.

Promoted by the University of Verona in collaboration with BAM! Strategie Culturali, the initiative goes far beyond mere cataloguing. MetodoContemporaneo is a dynamic and interactive platform that maps around 60 wine-producing sites across Italy—true examples of artistic patronage and innovative approaches to experiencing the territory. Here, permanent collections, artist residencies, site-specific installations, and awards for young creatives are not exceptions but part of a broader movement reshaping Italy’s cultural landscape.


© ArcheaAssociati_MarchesiAntinori - PhLeonardo Conti

The strength of this project lies in its ability to create a form of “cultural service design”, offering local communities, wine tourists, and art enthusiasts a tool to discover a thriving cultural heritage. It’s not just about admiring artworks—it’s about immersing oneself in an experience that connects people, landscape, and art through a conscious and sustainable dialogue.

A key moment in this territorial mapping will be the widespread event “MetodoContemporaneo. Itineraries between Arts, Wine and Landscape”, scheduled for October 17–18, 2025. Fourteen wineries, from Trentino to Sicily, will open their doors to offer guided tours and free activities, highlighting the synergy between artistic heritage and winemaking tradition. Among the participating estates are Alois Lageder, Ca’ del Bosco, Castello di Ama, and Planeta—names that embody a commitment extending far beyond wine production.


© CastelloDiAma - PhAlessandroMoggi

The project will culminate on November 14, 2025, with a scientific conference at the University of Verona, where the full version of the platform will be unveiled. This multidisciplinary event will bring together academia, culture, wine, and tourism, laying the groundwork for a shared cultural landscape in which contemporary arts become engines of innovation and territorial development.

MetodoContemporaneo is not merely an observatory—it is an invitation to rediscover Italy through a new lens, where wine and art merge to create unique and sustainable experiences, contributing to the creation of a rich and captivating cultural landscape.


© RoccaDiFrassinello

Participating Wineries and Regional Itineraries (October 17–18, 2025)

Trentino-Alto Adige

• Alois Lageder | Magrè sulla Strada del Vino (BZ)
  October 17, 10:00 a.m. – Discovering art at the estate with Alois Lageder.
   

Veneto

• Ottella | Peschiera del Garda (VR)
  October 17, 4:30 p.m. – Ottella, The Art of Seeing Beyond. Guided visit with artist Julia Bornefeld.
   

Friuli-Venezia Giulia

• Vigne Museum | Rosazzo, Manzano (UD)
  October 18, 3:00 p.m. – Exploratory walk from the Vigne Museum to the Abbey of Rosazzo.
   

Piedmont

• Castello di Perno | Monforte d’Alba (CN)
  October 17, 3:00 p.m. – Visit to Castello di Perno, historic residence of the Giulio Einaudi publishing house.

• Fontanafredda and Fondazione Mirafiore | Serralunga d’Alba (CN)
  October 18, 6:30 p.m. – Wine and Culture: The New Season of Fondazione Mirafiore.

• La Raia | Novi Ligure (AL)
  October 18, 2:00 p.m. – The Art Itinerary. Discover the site-specific works of Fondazione La Raia – art, culture, and territory.
   

Lombardy

• Ca’ del Bosco | Erbusco (BS)
  October 17, 11:00 a.m. – Ca’ del Bosco: A Journey Through Nature, Art, and Taste.
   

Tuscany

• Castello di Ama | Gaiole in Chianti (SI)
  October 17, 11:00 a.m. – Castello di Ama: A Microcosm of Time, History, Nature, and Art.

• Rocca di Frassinello | Giuncarico (GR)
  October 18, 11:30 a.m. – Visit to Renzo Piano’s winery, the Etruscan Museum, and the “Conciato Wine” ceremony.

• Tenuta CastelGiocondo – Frescobaldi | Montalcino (SI)
  October 17, 4:00 p.m. – Artists for Frescobaldi: Guided tour of the collection.
   

Umbria

• Lungarotti | Torgiano (PG)
  October 17, 5:00 p.m. – Wine Between Myth and Culture. Visit to the Wine and Olive Oil Museum collections.

• Tenute Lunelli – Carapace di Castelbuono | Bevagna (PG)
  October 17, 4:00 p.m. – Guided visit to the estate and the winery, with a tasting inside Arnaldo Pomodoro’s “Carapace.”
   

Campania

• Feudi di San Gregorio | Sorbo Serpico (AV)
  October 18, 11:00 a.m. – Exclusive guided visit through the estate’s interior and exterior spaces, with tasting of a selection from the Artist Labels collection.
   

Sicily

• Planeta | Sambuca di Sicilia (AG)
  October 17, 5:00 p.m. – Visit to the artist’s studiolo and walk to the Palmento Greco.
   

© Ceretto - PhMarinaSpironetti

The widespread event represents a pilot initiative designed to define a scalable and replicable methodology, providing tools and best practices to promote and consolidate new models of slow and mindful tourism.