Genesis of a Terroir

Masseto is a wine of extraordinary prestige, born in Bolgheri, Tuscany, where the balance between land and sea creates a unique terroir. The vineyard extends across 13 hectares, a mosaic of twelve parcels rooted in ancient blue clay, the geological signature that defines its character. Beneath this landscape, the Masseto winery, designed by Zito-Mori, blends into the hillside—a space of quiet precision where tradition and innovation converge.

The Challenge
How to transform the complexity of this land into an experience? How to narrate the silent forces shaping Masseto through an artistic and immersive language?

The Exhibition
Genesis of a Terroir is the answer—an exhibition that merges art, data, and technology to unveil the hidden story of Masseto’s terroir within the winery.
Two years of research led by a multidisciplinary team of artists, technicians, and communication experts resulted in a three-dimensional representation of Masseto’s landscape. Orographic surveys, LIDAR scans, and soil analyses were translated into a sculptural model that encapsulates the topography of the land and the geological stratification beneath it.

At the heart of the exhibition stands a concrete sculpture—a synthesis of Masseto’s identity, establishing a material dialogue with the winery’s architecture. More than an object, it is a dynamic canvas brought to life through projection mapping. A hidden system casts a choreography of light onto its surface, narrating the formation of the landscape, the microclimatic influences of the natural amphitheater, and the deep connection between the twelve vineyards and the vats where their essence is refined.

A Vision in Layers
The installation offers a multi-layered perspective of Masseto, where the interplay of material, form, and light reveals the terroir’s invisible forces. It is an ephemeral yet profound experience—one that allows visitors to see, through an artistic and scientific lens, the silent movements of time and nature that shape one of the world’s most sought-after wines.

A story carved in earth, painted with light, and brought to life through innovation.