Luxoro 2019 / Michele Chiarlo

Luxoro 2019 / Michele Chiarlo

The multi-award winning “Luxoro 2019” project dedicated to Barolo wine from the Michele Chiarlo winery is the first pop-up project realised with fully automated printing techniques. It is part of the evolution of our research into new languages and techniques of engagement between product and consumer.

Luxoro 2019 / Michele Chiarlo
Luxoro 2019 / Michele Chiarlo

Through innovative use of available printing techniques, we were able to tell the story of the biodiversity of Barolo inspired by the exceptional discovery of the perfectly preserved skeleton of a whale in one of their vineyards.

Luxoro 2019 / Michele Chiarlo

The narrative takes shape through the interaction and three-dimensionality of the label with the gold whale’s tail that transforms the bottle into a sculpture. With this project we have achieved something never seen before, but more importantly we have endowed the bottle and the packaging with a new artistic functionality, transforming them into an object to be preserved.

Luxoro 2019 / Michele Chiarlo
Luxoro 2019 / Michele Chiarlo