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