STRATEGY, CREATIVITY, RETAIL, ARCHITECTURE

Acetum

The birth of the new vinegar museum

Concept design, interior layout and creative direction for the world’s biggest producers of vinegar.

Concept design, interior layout and creative direction for the world’s biggest producers of vinegar.

After the earthquake in 2012, Acetum, the group that produces Balsamic Vinegar of Modena and owner of historic brands such as Fini and Mazzetti, decided to renovate the old Traditional Balsamic of Modena vinegar cellar, the biggest in the world, which houses over 6000 casks, and add a new building to act as a Visitor Centre.

Visitor Centre: an experience for the senses

An educational route was created through the Visitor Centre that gives a contemporary telling of the story of this tradition, teamed with a sensorial display where visitors are engaged personally and enjoy their very own vinegar experience. This wonderful atmosphere continues through into the main room, not only a museum display but also a venue for events, into the kitchen/socialising area where show-cooking and guided tasting sessions are held, into the themed library reserved for relaxing and reading, and even into the factory shop where vinegar can be tasted and bought.
The agency structured the interiors, fixtures and fittings inside this vinegar factory to tell the story of the world of balsamic vinegar. The dramatic effect of the over 6000 casks on display is exploited to create a real amphitheatre and, immediately next door, visitors can try their hand at the traditional practice of refilling and topping up. Last but not least, hundreds of batches of casks rest on huge shelves in the “vinegar library”.

Acetum risultati

ALL THE NUMBERSThe Acetum project involved three of the agency’s sectors of expertise: architecture, strategic communication and creativity.The numbers speak for themselves: over 2000 m² of exhibition display.5 months in the making, from brief to opening of the visitor centre.250 hours of work.3150 m² of wood and 30,000 kilos of iron.Over 6,000 casks on display.

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