Verona will house Italy’s largest wine museum and visitor center
Known to wine lovers for one of the world’s best-known annual wine fairs, Vinitaly, Verona is set to host a multifunctional wine museum and visitor center that promises to rival similar businesses in Bordeaux and Port.
The Museo del Vino (MuVin) project was officially unveiled in Vinitaly earlier this month, with the approval of Italian Tourism Minister Massimo Garavaglia, Roberta Garibaldi of the Italian National Tourism Agency and Professor Diego Begalli, Director of the business economics department of the university. from Verona.
“I was in Edinburgh, Scotland, years ago, and had the opportunity to visit the famous Scotch Whiskey Experience,” said Enrico Corsi of the Veneto Regional Council, which promoted and developed the idea behind the project. “I wondered why something similar couldn’t be done with wine in Italy. I realized that we had nothing comparable in our country, apart from a lot of small private initiatives.
A visit to La Cité du Vin in Bordeaux further reinforced Corsi’s vision: “La Cité du Vin is a huge economic resource for the Bordeaux region, so I decided to get to work putting this idea into practice.
The resulting MuVin project is an ambitious €50m (£42m) museum, visitor center and exhibition which will be ideally located in the Mercatali Gallery in Verona. The venue is directly opposite the city’s exhibition district, which is active year-round and hosts a number of popular shows, including Vinitaly itself.
“Obviously the museum will build on the large number of people who already visit the region, including some 32 million tourists who visit Lake Garda every year, as well as 3.8 million who visit Verona, as well as everything that happens in the region,” Corse said. “Needless to say, the many exhibitions in Verona will also bring us additional visitors. It will be Italy’s largest museum dedicated to wine, it will be the country’s main hub for wine tourism and will also have an international reach.
The Mercatali Gallery, which once housed Verona’s horticultural market, covers an area of almost 20,000 m². The MuVin museum area itself will cover approximately 5,400 m², with the remaining area dedicated to complementary activities. Indeed, MuVin will also offer an experiential “pathway” of almost 5,800 m² which will take visitors on a journey of discovery, addressing themes such as the history of wine, viticulture, wine production, the impact of climate change on viticulture and wine. and wine pairing.
The structure will also offer educational activities, with wine lovers invited to learn wine tasting techniques as well as take virtual tours of UNESCO heritage wineries and vineyards in augmented reality rooms.
The MuVin complex will host temporary exhibitions featuring Italian and international wines as well as cultural initiatives – all with a wine angle – such as contemporary art, music, literature and film.
“There will also be a wine and food market, restaurants, a large wine cellar, a conference center and a wine auction room,” Corsi added, “as well as a WebTV and a room to showcase other important Italian products that wine lovers love, such as vinegar, spirits and olive oil.
According to Corsi, the next stage of the project is the creation of the MuVin Foundation, which will be formalized next Thursday, May 5. The Foundation will be responsible for supporting the development of the project and will eventually take over the management of the museum.
“The Foundation will officially launch the project. It has attracted interest from several local councils, trade bodies, consortia, companies, wineries, all of whom will be welcome to attend,” Corsi said. “We expect MuVin to be ready by 2026, when Northern Italy hosts the next Winter Olympics.”