Cannes Lions
ACHE, Mexico City / BODEGA OTAZU / 2020
Overview
Entries
Credits
Background
Bodega Otazu is a vineyard in Navarra, Spain, whose philosophy has always been that viniculture is an art. They make 8 types of wine, with a production of 350,000 bottles that are exported to 38 countries every year.
In 2012, in the spirit of bringing their philosophy to life and innovating within the normally traditionalist wine industry, they approached renowned artist Carlos Cruz-Diez, one of the greatest figures of op art, to collaborate in the creation of a project that would be determined not by budget but by creativity, with the capacity to change and evolve over time – just like a refined wine.
Seeking, at the same time, a tribute to the annual harvests that make each vintage unique, the project aspires to represent these two elements: the evolution of the wine and the singularity of each harvest that gives life to its annual production, creating a unique edition.
Idea
Considering the uniqueness of each vintage and the changing nature of wine, Cruz-Diez developed the Chromointerferences project, fusing the metamorphoses of wine and his own art for a unique artistic project. The resulting piece of art will last a total of 30 years, with parts revealed year after year; the 30 individual Chromointerferences will eventually come together to create a manipulable work with 90,000,000,000,000,000,000,000,000,000,000 possible combinations.
Bodega Otazu and Cruz-Diez have made a commitment to time by developing a 30-year project that seeks to pay tribute to wine; to its nuances and, at the same time, to the palate and mind of its consumers, stimulating their imagination with each wine variant and the artwork that represents it.
This combination of art and wine creates a unique product – only 1,800 pieces for each Chromointerference – destined for the cellars of consumers who are committed to 30 years of creation.
Execution
Carlos Cruz-Diez defined a singular style throughout his career and worked with very specific materials to achieve it. For this project, his challenge was to adapt this process to a new medium: glass wine bottles. This new material needed to transmit his signature play of colour and light, to the same extent. This play between the new canvas and what it represents is an essential part of Chromointerferences because it allows the changing essence of the wine to be reflected, all the while maintaining the nature of the artist's work, the medium and the product.
The box allows the work to be separated from the container. A special system of magnets can be placed on the wall following a pattern conceived by Cruz-Diez. After 30 years, the result of grouping the individual Chromointerferences will be a work of 2.10 x 1.80 metres, with 90,000,000,000,000,000,000,000,000,000,000,000 possible combinations.
Outcome
-With this project, Bodega Otazu consolidated itself as a high-profile vineyard, linking an artistic experience with the singularity of each vintage and the changing nature of the wine.
-Listed as one of the most valuable wines (price point) in Spain and the world.
-Placement and guaranteed demand of 1,800 bottles annually for 30 years at a starting price of 1,595 EUR per piece.
-The creation of 1,800 pieces of art with more than 90,000,000,000,000,000,000,000,000,000,000 possible combinations, created by consumers and inspired by the annual wine harvests. These total pieces will each have their own additional final value for wine and art collectors.
-As the last project ever made by Carlos Cruz-Diez, the final value of the pieces within 30 years will be priceless.