Argentina Land of Contrasts
This year, Cité du Vin chose Argentina as the featured wine producer for an extraordinary exhibition at its renowned museum. The Ministry of Tourism selected NewMedia Creative Technology Studio to develop the exhibition, which spanned an impressive 700 square meters. The exhibit was designed to offer visitors an immersive journey through the diverse regions of Argentina.
NewMedia’s concept was designed as an immersive journey through Argentina’s diverse wine regions, seamlessly blending art, sculpture, projection mapping, 3D content, interactive installations, and motion graphics. The result was a multi-sensory experience that invited visitors to not only learn about Argentina’s wines but to feel the spirit of its land, culture, and people.
From breathtaking projection-mapped landscapes to interactive stations that engaged visitors with Argentina’s rich gastronomy, history, and terroirs, every element of the exhibition was carefully curated to transform the space into a living canvas of discovery and storytelling.
This groundbreaking installation not only celebrated Argentina’s growing prominence in the global wine industry, but also demonstrated the power of technology-driven exhibition design to elevate cultural narratives and create unforgettable visitor experiences.
Argentina’s wine exhibition was not only voted by the audience as the best exhibition to date but also achieved a historic milestone. For years, French visitors had shown little interest in the museum, believing it had little to offer them. However, this exhibition changed everything. As the museum director put it, "The French finally discovered us." The event not only captivated international critics but also bridged a cultural gap, proving that Argentina’s wine heritage has a powerful story to tell the world.