What happens when an iconic wine meets the world of design?

A surprising dialogue is born — one that transforms a simple tasting into a multisensory experience. For years, the Prosecco DOC Consortium has boldly and creatively pursued this path, intertwining its story with that of art, fashion, music, and design. Because today, it’s not enough to be good — you also need to move, inspire, and tell a story. In this article, we revisit some of the most meaningful collaborations that have made Prosecco DOC the star of creative and cultural projects, proving that wine excellence can be a vehicle for innovation, beauty, and the Italian spirit.

Today, the arts are no longer separate worlds — they blend, influence each other, and give rise to new forms of expression. Design, art, fashion, music, and culture intertwine, creating experiences that stimulate both the senses and the mind. This fusion isn’t just a trend — it’s a new language that connects disciplines, fuels creativity, and generates innovation and beauty. Within this evolving landscape, Made in Italy stands out as fertile ground for exploring fresh connections — bringing together talent, aesthetics, and functionality. In this context, Prosecco DOC fits naturally — not only as an exceptional wine, but also as a symbol of the creative, innovative drive that defines it, seamlessly merging with design, art, fashion, and music.

In 2024, during Milano Design Week, the installation "Sparks by Prosecco DOC" came to life — a multisensory experience that combined street art and wine culture. Created in collaboration with Turin-based artist Greg Goya, the project transformed Prosecco DOC into an interactive experience, showing how wine can spark emotions and reflections that go well beyond taste.

In the same context of Milano Design Week 2024, the Consortium also hosted "Tasting in the Dark", a sensory journey curated by renowned chemist and entrepreneur Hoby Wedler. Blind since birth, Wedler designed an immersive, pitch-dark wine tasting experience that radically redefines how we perceive wine. His unique approach blends sensory science, affective technology, and innovative materials, inviting participants to rediscover Prosecco DOC through touch and smell, and to develop a deeper awareness of the act of tasting. With support from the Emotitech studio, Wedler created a one-of-a-kind multisensory kit — a transformative experience that goes beyond sight and celebrates the rich sensory identity of Prosecco DOC.

In the previous edition, the Consortium had already left its mark with exclusive events blending art, cuisine, music, and togetherness — including a special collection of wine glasses designed by Giorgio Romairone with Studio 6:AM. Inspired by the Tipetto, a traditional Venetian glass from the 1700s, and by the historic craft of Murano glassmaking, the collection cemented the bond between Prosecco DOC and the design world.

Prosecco DOC has also embraced fashion with the "ApritiModa Label Design Contest for Prosecco DOC", held in 2022 and 2023 in collaboration with NABA (Nuova Accademia di Belle Arti). Students designed unique labels for institutional bottles, turning each one into a piece of art — blending contemporary design with the world of wine.

Earlier, in 2017, the Consortium partnered with La Triennale di Milano to create labels inspired by vintage posters from past International Exhibitions held at the museum. This initiative bridged design and culture while also supporting social causes, with proceeds from the bottle sales donated to non-profit projects.

Last but not least, the Consortium proudly highlighted the excellence of Made in Italy through a communication campaign created in collaboration with the ADI Design Museum of Milan, where Prosecco DOC serves as Official Sparkling Wine. The Veneto-Friuli bubbles were featured in a series of exceptional photographs alongside iconic design pieces like the Brionvega Cubo radio and Oluce’s Atollo lamp, reaffirming Prosecco DOC’s role as an ambassador of Italian style and creativity across the globe.

Over the years, these collaborations have shown how the Prosecco DOC Consortium is committed to embracing other forms of art and expression — all while staying true to its identity as a product of excellence, and a symbol capable of surprising and inspiring across every creative field.