Masi Agricola unveiled the second work in its Costasera Contemporary Art project at the Masi Wine Bar and Restaurant in Zürich on 23 November. ‘The Metamorphosis of Material’, an art video by Swiss artist Maya von Moos, has been reproduced on the labels of limited edition Costasera 1999 bottles.
The art project, which started in 2013, sees the commissioning of an internationally known artist whose origins lie in a country historically connected with Masi and its wines, to produce a work of art dedicated to Costasera Amarone and its characteristic label.
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The Metamorphosis of Material: the latest Costasera Contemporary Art project is reproduced on the labels of limited edition Costasera 1999 bottles | |
A limited print run of numbered labels, inspired by the video animation, are overlaid with a second, transparent ‘peel and reseal’ label – featuring the traditional crown and distinguishable wording of the Costasera label – which can be peeled off and repositioned by the buyer.
The labels have been applied to a preselection of 3000 bottles of Costasera 1999, and are packed in customised wood and plexiglass boxes with Costasera Contemporary Art logo, containing a presentation brochure.
The project is supported by importer Rudolf Bindella Weinbau-Weinhandel who has collaborated with Masi owners, the Boscaini family, for more than 20 years to develop and promote its wines. According to Masi Agricola, the Bindella family consulted museum curator Dr Guido Magnaguagno who recommended Maya von Moos for her innovative artistic expression which includes the use of 3D.
The artist said the Costasera label inspired her to consider the opulence of Venice and the wealth of the Valpolicella.
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Maya von Moos’ 3D animation was inspired by the Costasera label |
“Producing wine is the same as producing art,” she said. “My inspiration came from Venice and its artists: the reds from Titian, the green from Veronese, the blue from Tiepolo and the yellow gold from the mosaics. From my journey through Valpolicella, I took away the memory of the magic transformation of the grapes over the passage of time, through the four seasons. I tried to condense all of these influences into a 3D animation using a new and modern language focused down to an ‘artistic label’.”
Masi Agricola Marketing Director Raffaele Boscaini said: “We are really proud to continue Masi’s involvement in supporting contemporary art and culture; and to be able to do it here in our own Masi Wine Bar in Zürich, takes on a special meaning for us: this is a unique place to meet, where we would like to convey Masi’s historic, cultural and wine-making values as part of the Venetian territory as a whole.”
All profits from the sales of Costasera Amarone 1999 bottles will finance a Masi study bursary for a young artist at a leading Italian centre of the arts. The student will be nominated by Maya von Moos.
The first of the Costasera Contemporary Art events took place in Stockholm in 2013. Contemporary Swedish artist Ernst Billgren created the image “Nature and Culture” which was reproduced on a limited number of Costasera Amarone 1998 bottles. More recently, Masi collaborated with Chinese artist Liu Bolin.
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Admiring the new Costasera label: Swiss wine importer Rudi Bindella (left) with Swiss artist Maya von Moos and Masi Agricola Marketing Director Raffaele Boscaini |
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