Verona, 8 April 2025 – Innovation, technology and valorization of the territory meet in the innovative project “Wine Tourism Experience for Lombardy”, presented at Vinitaly on 8 April by Anita Longo, Director of IATH Academy Lake Como and coordinator of the project.
Born within the courses held in Cernobbio by Cristina Mascanzoni Kaiser, consultant and authoritative voice in the world of Wine Hospitality, the project was born with the aim of overcoming the traditional boundaries of food and wine tourism, proposing a unique, immersive and high cultural impact phygital experience.
During the event at Vinitaly, participants in the room will be able to live a real-time experience in the metaverse, exploring with their avatar the excellence of Lombard winemaking, in a dimension where tradition and innovation meet.
During the training course, students were guided in the development of Wine Tourism Experience itineraries with a high experiential value, capable of introducing new visions for Lombard products and destinations, but also of interpreting the needs of future tourism in a contemporary way.
Particular attention has been paid to multisensory experiences, inclusiveness and environmental sustainability: elements that are now fundamental in the design of authentic, advanced Wine Hospitality, in tune with the desires of contemporary travellers.
Wine becomes the protagonist and the cellars are transformed into places of discovery, meeting and authentic dialogue with the territory.
Thanks to the support of Alexander Williams, Wine expert and digital consultant, through the use of technologies in the laboratories developed by Carraro Lab in the classroom in Cernobbio, the students have deepened the use of immersive technologies (AR and VR) and their impact on the food and wine sector. This path has led to the creation of the metaverse ” Wine Tourism Experience for Lombardy “.
The metaverse is presented as a three-dimensional map of Lombardy, which users can enter and explore via VR headsets. The adventure begins with a spectacular 360-degree aerial view of Cernobbio, home to the IATH Academy and the Grand Hotel Villa d’Este, the first stop on the itinerary. From here, five immersive spheres provide access to five wine regions in Lombardy, each with its own breathtaking landscapes, products, and unique stories linked to the winemaking tradition.
The project has a multi-year scope and foresees further developments, including immersive shootings at the various locations involved, with the aim of offering visitors an increasingly complete and exciting journey into the heart of wine-producing Lombardy.
