POLVANERA
Vinitaly 2022

Polvagnor is the nickname of the family that founded the winery; their skin in contact with coal dust acquired this dark colour. Polvanera then became a brand name; the name alludes to the intense ruby red colour of the Primitivo wine of which they are renowned producers, and of the fertile and productive soil that characterises the production area, composed of ferrous red soil and calcareous rock.

Materials and colours that characterise production and tradition, become coverings and materials at the service of telling the story of the brand, in the Vinitaly 2022 pavilion. The visitor experience becomes not only tasting but also visual and tactile. The earth plaster cladding for part of the stand is evocative of the textures and colours of the production area. Wood, on the other hand, creates a warmer atmosphere; the choice of this material for the modular structure also makes it easier to set up and dismantle the exhibition. Fabrics partially enclose the structure, making the atmosphere but more intimate. The counter occupies the corner position so that the greatest number of visitors can be intercepted. The colour choices on the fabrics and the counter allude to the colours of autumn and the grape harvest. The upper reticular structure integrates the lighting system and the signage, the position of which on both elevations allows them both to be enhanced in the same way. The warehouse, in addition to fulfilling functional needs, becomes a showcase for the products, placed at the centre of the experience. This consists of a double skin, on the inside it is a storage shelf, on the outside a display shelf. The coloured shell frames the bottles. Inside the lounge area modular tables, allow for small group tastings or the creation of a single table perfect for sharing. The back wall is the experiential wall; inside the display cases tell the story of the winery with photos, objects and natural elements typical of the Polvanera tradition.