Italian Wineries Blend Contemporary Art With Tradition in National Cultural Initiative

A new initiative in Italy is bringing together contemporary art and the country’s renowned wine landscapes. The University of Verona, in partnership with BAM! Strategie Culturali, has launched MetodoContemporaneo, the first permanent Italian observatory dedicated to the relationship between contemporary art and wine territories. The project aims to map and document wineries across Italy that invest in the integration of art and viticulture, creating a national network that connects regions, creativity, and cultural tourism.

MetodoContemporaneo is centered around an online platform that serves as a dynamic archive and interactive map. It currently features about 60 Italian wineries, from the north to the south of the country, that have chosen to combine contemporary art, landscape, and community engagement. The platform highlights a range of initiatives, from site-specific installations and permanent collections to artist residencies and awards for young creatives. The project demonstrates how wine can serve as a cultural and social driver, not just an agricultural product.

Some of the most notable examples include works by Arnaldo Pomodoro at Tenuta di Castelbuono, the Barolo Chapel by Sol LeWitt and David Tremlett, and artistic routes developed by Ca’ del Bosco, Castello di Ama, Feudi di San Gregorio, and Planeta. These wineries have become laboratories for creativity and sustainability, offering visitors new ways to experience the Italian wine landscape.

The project also includes concrete actions in the field to strengthen the network of wineries as cultural actors and to actively involve local communities and visitors. On October 17 and 18, 2025, MetodoContemporaneo will host its first national event, “Itinerari diffusi tra arti, vino e paesaggio.” Fourteen wineries will open their doors to the public with guided tours and free activities, providing a new perspective on the wine landscape. This initiative is part of the “Doors of CHANGE – Attraverso il patrimonio, aprirsi al futuro” program promoted by Fondazione CHANGES. Participating wineries include Alois Lageder, Fontanafredda, Tenuta CastelGiocondo – Frescobaldi, Ottella, Rocca di Frassinello, and the Vigne Museum by Yona Friedman in Friuli.

The project will culminate on November 14, 2025, with a scientific conference at the University of Verona. Experts in art, wine, and tourism will discuss new ways to experience cultural landscapes. During this event, the full version of the MetodoContemporaneo platform will be launched, offering researchers, wine tourists, and enthusiasts a unique resource in Italy.

MetodoContemporaneo is the result of NUPART – Per un nuovo paesaggio culturale, the first systematic scientific research in Italy focused on the integration of visual arts and viticulture. The research was funded by BAC – PNRR CHANGES – CREST – Spoke 9 and supported by the European Union’s NextGenerationEU program. The project marks an important step in redefining Italian wine as not only an agricultural product but also a living cultural asset. By fostering connections between art, nature, and people, MetodoContemporaneo contributes to the creation of a new contemporary landscape in Italy.