Strukt Portfolio: Interactive Installations


Wine museum

Concept for a wine museum in northern Italy

The municipality of Appiano on the famous Wine Route in South Tyrol organized a call for proposals to come up with the best ideas for the planned “World of Wine” center. The first round of the competition attracted over 60 teams of architects and exhibition designers out of which 10 teams, including ours, were selected to create a comprehensive concept in terms of architecture and exhibition. Strukt worked together with the architects Forer, Unterpertinger and Mayer and the exhibition designer Christian Rapp. We have developed our concept within 3 weeks in December of 2013.

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The results of the competition were announced in February 2014 and our contribution took second place which was endowed with a price of € 16.500,-. We are very happy to have scored the best rating in the category exhibition design with 36 out of 40 possible points.
The jury praised our concept:

“The visitors get so involved into the story-line and therefore are animated to come back. The implementation of the virtual guide, with which the visitors are guided individually through the cellar, is technically workable, but complex, it works for groups as well as for individual tours. The production/staging is of high quality and exciting.”

In addition to the old wine cellars, which are the center of attention, there is a new building, which houses the gift shop and restaurant, as well as the administration. Our concept intended to restore the very atmospheric vaulted cellars as true to the original as possible and to equip them with interactive exhibits, displays and thematically matching furniture.


Guiding visitors through the extensive and very linear structure of the cellar, while avoiding crowds, was a central problem. The need for all visitors to go through the cellars twice, since both the entrance and exit are located in the main building, was particularly challenging. Our idea was to define several possible routes and then assign them to different visitors through an interactive story. The visitor becomes part of the story, solves riddles and discovers the mysteries and secrets of wine making.
Thus the wine cellar becomes a place where stories a told.

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The stories change constantly and tell the visitor about wine and the people who make and drink it. These stories will be developed with regional, national and international authors and change several times a year. The stories can take place in the past, present or even in the future, but all revolve around the fascination of wine. There may be criminal or adventure stories, biographical and documentary narratives.

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Visitors are guided through the cellar via an iPod Touch with a specially designed and programmed App for Vineum. This helps to keep signage as unobtrusive as possible. The app contains all the relevant information to find your way through Vineum and offers many innovative features. The app also tracks the location of each visitor throughout the cellars. Upon entering any room, a narrator’s voice speaks some introductory words and if a visitor approaches an exhibit the app recognizes this and provides relevant information.

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The exhibits are inspired by their surroundings and are made to support dramatic turns within the storyline. A few selected sketches and renderings of the exhibits can be seen above which are also described in detail in the concept document. In a playful manner visitors learn a lot about Girlan, its cellars, wine culture and the important role that wine has played in the history of the world. Visitors should leave the Vineum with fond memories and should be curious as to what to expect next time.

In addition to the exhibition concept, Strukt also created a logo design and defined basic design guidelines, which build the framework for both the concept and the three submitted A0 posters.



  • Creative Director Thomas Hitthaler
  • Art Director Iris Wieder
  • Designer Philipp Lehmann, Giulia Marocchino, Stefan Kernjak
  • Architekten Forer, Unterpertinger und Mayr
  • Texte Christian Rapp