THE EXISTENCE OF WINES IN THE NEW CODES OF THE LIFESTYLE UNIVERSE. FROM LABEL TO BRANDS
The relationship between architecture and wineries changes: for Chadebost wineries must be first of all useful, but they must not neglect the collateral damage of beauty, and above all must represent the identity and the union between ground and man. This is the main message of the two meetings held by the great French architect at Simei 2019. A inseparable binomial that must be get before beginning any new project, big or small, where wine must be always put in the middle. No more then beautiful castles where to taste good wines but real wineries, sustainable, regardful of the environment, full expression of the country.
Because today wine is part of the general culture “of a certain lifestyle, of a world that exists through the brands”. And in the end must be consumed.
From the terroir to the cuverie the Chadebost method – who describes himself as “ a knight of the demanding and of the beautiful”, can be considered quite olistic. But the French engineer is very clear: to plan a winery you must pay attention first of all to how spending money and than to make what you have created long-lasting. The reward? To look back and see that that wine has an added value, that consumers recognize. And reward.
Don’t call him “archistar”, even if he’s one of the most important French architect who has signed projects of icon wineries as Chateau d’Yquem and Cheval Blanc. He feels himself – and declare to be – before all an engineer, then a farmer and in the end an architect. He’s olivier Chadebost, an original young man whose architectonic project will come to Simei 2019, from his general headquarters in Bordeaux: here some of the most innovative ideas have come to light that have characterized the projects and the images of big French wineries and not only.
His challange has begun in the fashion world and has come to wine, pirating marketing concepts from the haute couture universe to meet a more careful, curious, hungry for knowledge consumer.