A espetacularização da enoarquitetura na contemporaneidade

Abstract

The wine cellar or “wine architecture”, understood as the spaces dedicated to the concretization and transformation of the grape into wine underwent profound changes in its technical-formal paradigm. The old production industrial warehouses give place, in contemporary times, to true “wine temples”, where technical and formal possibilities are taken to the extreme through the association of the starchitects in the creation of wineries more and more iconic and spectacular. The objective of this work was to understand how the insertion of the phenomenon of the spectacularization of wine architecture in contemporaneity took place. Through exploratory research, a bibliographical review was carried out, which sought in the first moment to relate the concepts of an architectural icon and the process of spectacularization of architecture in contemporary society, as well as the understanding of the transformations of wine architecture over the years and its relationship with wine tourism. It was also an analysis of three exemplary cases, the Marqués de Riscal Winery, designed by Frank O. Gehry, Ysios Winery, by Santiago Calatrava and Portia Winery, by Norman Foster. Such exemplary cases contributed to the understanding of the phenomenon presented, suggesting a strong influence of the “Bilbao Effect”, associated with the search for consolidation of wine tourism and the formation of an architectural identity to face productivity and competitiveness in the sector.