Marina Abramović Breathes New Life into Ornellaia 2023 with Artistic Vision
The Vendemmia d'Artista project enters its 18th edition, showcasing a unique collaboration between renowned contemporary artist, Marina Abramović, and the esteemed Ornellaia gallery. This year, Abramović interprets the theme of Ornellaia 2023, titled 'La Vitalità,' aiming to encapsulate the vibrant energy and essence of this vintage. This initiative combines the worlds of art and viticulture, celebrating the relationship between creativity, nature, and human experience.
Inspired by the concept of self-awareness, Abramović's work delves into personal transformation, depicting the delicate interplay of identity and environment. At the heart of her creative expression for Ornellaia is a striking self-portrait resembling Medusa, a mythological figure traditionally associated with danger, now transformed by Abramović into a symbol of vitality and abundance. Here, the snakes that usually represent fear have been reimagined as lush bunches of grapes—an invitation to discover life’s potential even amid adversity.
In her artistic exploration, Abramović begins her journey by illustration, sketching the grapes that surround her visage. As she entwines herself with the raw materials of winemaking—the initiative's primary focus—she describes her experience of merging herself with nature’s offerings: "Suddenly, the vivid green of the leaves and the deep black of the berries began to vibrate. A vital force, petals of energy blooming from the mind."
Abramović's interpretation spans various formats of wine bottles including a prominent Salmanazar, which combines visual creativity with a multisensory experience. This wine bottle integrates a conical red candle, echoing elements from her previous artworks such as the 'Energy Hat'. Unique to this format, the label commands drinkers to savor the wine while allowing themselves an immersive experience: 'SLOWLY DRINK WINE WITH EYES CLOSED AND LISTEN TO THE MUSIC.' A complementary 45 RPM vinyl record of music by Nino Rota, the legendary composer renowned for 'La Dolce Vita', is included to heighten the experience, inviting individuals to explore the profound connections between taste, sound, and visual artistry.
The entire project emphasizes a coalescence of art and life through a sequence of images. For the 100 three-liter bottles, Abramović provides a simplified yet captivating drawing, while her full transformation as Medusa is depicted across 10 Imperials (6 liters)—each image intensifying the representation of growth: her face is increasingly shrouded in grapes until only one eye remains visible, drawing viewers into a mesmerizing visual journey. This approach transforms her self-portrait, revealing details that pulsate with an engaging energy that embodies the core theme of vitality.
Lamberto Frescobaldi, President of Ornellaia, spoke on the collaboration's impact: "In the vineyard, every stage of the vegetative cycle describes a process of transformation. Marina Abramović has captured this energy. She has looked at us and involved us all, turning our work into art." This notion of shared artistic expression aligns with the fundamental principles of the Vendemmia d'Artista project, which highlights the collaborative synergy between wine and art.
From June 11 to June 23, 2026, Bonhams, a prestigious auction house, will host an online auction featuring these artistic bottles, with proceeds directed toward the Solomon R. Guggenheim Foundation. This partnership underscores Ornellaia's commitment to making art accessible and preserving cultural heritage.
The Ornellaia 2023 vintage, described by Technical Director Marco Balsimelli, boasts the ideal climate for producing grapes with exceptional flavor and character—an element echoed through the cooperation with Abramović to elevate this year's offering even further. The flavor profile is enhanced significantly by the favorable weather patterns observed throughout the growth cycle, leading to a harvest that perfectly captures the balance between elegance and expressive depth.
In essence, Marina Abramović's interpretation of Ornellaia 2023 'La Vitalità' not only stands as a personal artistic endeavor but also as a representation of life's relentless vitality. The project reminds us how art and nature are interconnected, continuously evolving within our perception of self and existence.
Inspired by the concept of self-awareness, Abramović's work delves into personal transformation, depicting the delicate interplay of identity and environment. At the heart of her creative expression for Ornellaia is a striking self-portrait resembling Medusa, a mythological figure traditionally associated with danger, now transformed by Abramović into a symbol of vitality and abundance. Here, the snakes that usually represent fear have been reimagined as lush bunches of grapes—an invitation to discover life’s potential even amid adversity.
In her artistic exploration, Abramović begins her journey by illustration, sketching the grapes that surround her visage. As she entwines herself with the raw materials of winemaking—the initiative's primary focus—she describes her experience of merging herself with nature’s offerings: "Suddenly, the vivid green of the leaves and the deep black of the berries began to vibrate. A vital force, petals of energy blooming from the mind."
Abramović's interpretation spans various formats of wine bottles including a prominent Salmanazar, which combines visual creativity with a multisensory experience. This wine bottle integrates a conical red candle, echoing elements from her previous artworks such as the 'Energy Hat'. Unique to this format, the label commands drinkers to savor the wine while allowing themselves an immersive experience: 'SLOWLY DRINK WINE WITH EYES CLOSED AND LISTEN TO THE MUSIC.' A complementary 45 RPM vinyl record of music by Nino Rota, the legendary composer renowned for 'La Dolce Vita', is included to heighten the experience, inviting individuals to explore the profound connections between taste, sound, and visual artistry.
The entire project emphasizes a coalescence of art and life through a sequence of images. For the 100 three-liter bottles, Abramović provides a simplified yet captivating drawing, while her full transformation as Medusa is depicted across 10 Imperials (6 liters)—each image intensifying the representation of growth: her face is increasingly shrouded in grapes until only one eye remains visible, drawing viewers into a mesmerizing visual journey. This approach transforms her self-portrait, revealing details that pulsate with an engaging energy that embodies the core theme of vitality.
Lamberto Frescobaldi, President of Ornellaia, spoke on the collaboration's impact: "In the vineyard, every stage of the vegetative cycle describes a process of transformation. Marina Abramović has captured this energy. She has looked at us and involved us all, turning our work into art." This notion of shared artistic expression aligns with the fundamental principles of the Vendemmia d'Artista project, which highlights the collaborative synergy between wine and art.
From June 11 to June 23, 2026, Bonhams, a prestigious auction house, will host an online auction featuring these artistic bottles, with proceeds directed toward the Solomon R. Guggenheim Foundation. This partnership underscores Ornellaia's commitment to making art accessible and preserving cultural heritage.
The Ornellaia 2023 vintage, described by Technical Director Marco Balsimelli, boasts the ideal climate for producing grapes with exceptional flavor and character—an element echoed through the cooperation with Abramović to elevate this year's offering even further. The flavor profile is enhanced significantly by the favorable weather patterns observed throughout the growth cycle, leading to a harvest that perfectly captures the balance between elegance and expressive depth.
In essence, Marina Abramović's interpretation of Ornellaia 2023 'La Vitalità' not only stands as a personal artistic endeavor but also as a representation of life's relentless vitality. The project reminds us how art and nature are interconnected, continuously evolving within our perception of self and existence.
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