Cultures of Wine and Food

Art, Business
About This Project

Our intervention at the Master in Cultures of Wine and Food

A non-stop of 30 hours between Wednesday 3 and Thursday 4 July saw the students of the Master in Culture of Food and Wine of the Challenge School of Ca’ Foscari University engaged in the elaboration of original and innovative ideas for the communication of the artist’s residence project at the center of the celebrations for the seventieth anniversary of Bortolomiol, historic company producing Conegliano Valdobbiadene Prosecco Superiore.

A few days before the recognition of the Prosecco Superiore area as a World Heritage Site by UNESCO, in the setting of the Parco della Filandetta, the hackathon had the objective of combining art, wine and company values, starting from the opera “Cocoon” by German artist Susken Rosenthal, selected from over 300 pretenders to the residence. Various ideas were put in place: new packaging concepts inspired by Cocoon, events capable of contaminating the world of wine and art, multi-channel communication initiatives capable of involving enthusiasts and experts, in Italy and abroad, through online initiatives and offline, events and shows in the Valdobbiadene area.

Under the guidance of the teachers and experts of the master, Maria Elena and Elvira Bortolomiol, respectively president and vice president of the winery, of the communication staff of the company and of Chiara Isadora Artico of Current Corporate, curator of the artist’s residence, the groups of students have explored the possible trajectories of valorisation of Rosenthal’s work.

During the night of work, moreover, the students communicated on the main social activities in progress and participated in contests that allowed the hackathon to be promoted in real time. “The availability and openness of Bortolomiol – which we thank on behalf of the master and the Challenge School – have been fundamental to completing the training of our students,” explain Christine Mauracher and Vladi Finotto, co-directors of the master. «The Hackathon allowed the students to put into practice the knowledge acquired during the training course and test their skills in a” real “challenge. From them, the students showed they possessed creativity and original ideas useful to reinforce the association of the Bortolomiol brand to the world of art and culture and to redefine their positioning. The hope is that the ideas gained in these thirty hours will be adopted and developed in the coming months by the company».