For the first time in Italy, Olivier Chadebost narrates his philosophy through the SIMEI Winebar and tells a story about himself which, in some way, reflects the great tradition of the great French wineries. He began his challenge in industry before he moved to the fashion world and finally to wine, bringing with him the marketing methods borrowed from the universe of haute couture, applied to a new type of consumer: one that is more attentive, more curious, thirsty for knowledge, as defined by the creator himself.
The design is the script and Olivier Chadebost is the main actor of a great show of culture, technology and architecture that become the star attractions at SIMEI 2019, a special edition of the traditional exhibition of machinery and products for wine making promoted by Unione Italiana Vini dedicated to design. At the centre of a rich programme of conferences, meetings and, above all, original projects designed specifically for the exhibition, Chadebost disembarks at Fiera Milano from his flagship in Bordeaux. The interactions between architecture and engineering, machinery, technologies and production needs and of course design, man and the environment are at the centre of a broad comparison that sees, on the one hand, wine entrepreneurs from all over the world and on the other, designers and technology manufacturers, involved by SIMEI in a fascinating journey through the modern architecture of vineyards and cellars.