VINO
The intoxication of sobriety
Wine cellar or pharmacy: How will wine culture change within the conflicting priorities of pleasure and health?
The culinary health craze has recently spills over from the plate into the wine glass. Enriched with health-promoting substances, reduced in ‘unhealthy’ ingredients or combined to create novel taste experiences, new types of wine are exploring the boundaries between pleasure and health.
Although these boundaries have been renegotiated since the pandemic, the ‘Corona society’ has rekindled the discussion. The paradox between pleasure and health will dissolve in the pursuit of holistic well-being. Trends that intertwine alcohol and medicine, as well as taste and functionality, offer wine new potential.
VINO is the name of the trend study that reveals these potential outcomes and futures. It results in concrete design strategies that contribute to the conscious enjoyment of wine. Translated into a tangible form, the glass series Assemblage has been created. How much is too much? How much is enough? The glasses encourage reflection as to one’s own measure. Without moral finger-pointing or forcing behaviour, the design seeks to give options for enjoying wine more consciously.