WineTime is much more than a thematic pavilion: it is an immersive experience that tells the story of the world of wine by combining tradition and innovation. A journey that begins online and comes to life in the heart of Valdarno (AR), turning into an exciting exploration of history, culture, and taste.
The boundary between real and virtual
Every WineTime environment is designed to engage the senses and the mind: spectacular set designs, immersive technologies and intense audio-visual storytelling create a unique experience. The area’s wineries become protagonists, exhibiting their excellence through authentic stories capable of moving and inspiring.
Time of the Vine
The core of the path is a circular installation that traces the cycle of the seasons. A work that transforms the time of nature into visual emotion, where each step changes the perspective and accompanies the visitor into the rhythm of the earth.
Frozen in time
The second room is dedicated to the most intimate phase of wine: maturation. A video and the slow beat of a metronome evoke the hidden time it takes to achieve excellence, transforming anticipation into visual and sound poetry.
The time of pleasure
The experience ends in an open and welcoming space, where wine becomes an encounter, a discovery, a sharing. A guided tasting, an aperitif with friends or a lunch: every moment is an opportunity to experience wine in a personal and authentic way.
Location: San Giustino Valdarno
Year: 2019
Typology: Wine Hub
Client: Private
Status: concept
Architectural and concept design: Weber Architects, Umberto Daina
Sustainability: Weber Architects
Render: Weber Architects
Copyright 2025 – Weber Architects Srl Via Lorenzo di Credi 20 – 50136 Firenze – Capitale sociale 25.000€ i.v. Iscrizione REA 684480 C.F. e P.iva 07168920481
