The success of Italian wine in the world needs a closer examination of the phenomenon from a systemic perspective including all the cultural implications and meanings that lie behind this drink. It is the understanding of the phenomena that arise new, design and cultural, guidelines and that can build between all the stakeholders a common vision and a shared project.
From this need arises Wine Design, the first High Training Course dedicated to the “wine system project”.
The course is designed for engineers, technicians, operators and enthusiasts, interested in exploring how the project can develope to the “wine ecosystem” and its territories. The wine and its culture are the areas that the course explores: the product, or by all those artifacts that contribute to the definition of wine, its distribution, communication, public and private consumption and all the “wine experience”. But it will also deal with the “props”, the cultural and symbolic values, the relationship with the territory and local communities, imagination and lifestyle, related to wine. All these elements are “object” of a system design that enhances rites, objects, territories and culture around wine.
The first Course in Wine Design aims to train design professionals in the culture and methods of project, able to understand the phenomenon of wine in all its aspects, to manage complex design processes, to coordinate the very different skills between them, in order to improve the design and cultural response capability to demands from all actors in the supply chain.
Understanding the “wine system” may improve the ability to “direct” the supply, acquiring the language and operating procedures that characterise the different areas of expertise of the industry. The “wine designer” is thus a director, not necessarily with a specific design background, able to coordinate all the contact points (product, communications and services) between producers and consumers, ensuring coherence and meaning.