La Winery Bordeaux, France
A
t the heart of one of the classic French wine regions 30 minutes north of Bordeaux lies La Winery,
a contemporary, accessible and per- sonalised approach to the world of wine. It’s designed for both beginners and connoisseurs. There’s no cha- teau or traditional wine cellar. This is a 12,000sq m ‘transparent’ space that melds into the environment and responds to the colours and lights of the changing seasons. La Winery attracts 100,000 visi-
tors a year and is, according to the creator and owner, Philippe Raoux, “about touching the very soul of wine; the shared knowledge and pleasure. La Winery is a meeting of cultures; of wine, of gastronomy, of art and music.” Raoux is heir to four generations of wine growers and merchants. Originally from Algeria, the family moved from Oran in Algeria to France in 1962, and Raoux now owns four vineyards includ- ing Château d’Arsac, famous for its Margaux wines and artworks. Having already succeeded in establishing a mail order wine trading venture, Raoux looked to projects taking place in the new world wine regions that were mak- ing wines accessible to new audiences.
La Winery embodies a new approach that is challenging traditional business models throughout the Medoc and the wider Dordogne valley. Opened in 2007 at a cost of €20m and now employing more than 30 people, La Winery was designed by local architect Patrick Hernandez.
Philippe Raoux (above) built La Winery as a place to welcome wine lovers, connoisseurs and newcomers to the world of wine
It’s described as an ‘upside down glasshouse,’ with plants on the roof and people at the heart of the building, which houses a wine boutique, tasting rooms, galleries and restaurant. The art of wine tasting is at the
heart of the visitor experience, explains Philippe Raoux. “A wine tast- ing committee of five ‘incorruptibles’ tracks down the world’s best wines, and 1001 are made available to our guests,” he says. “We’ve invented a new tasting concept – The Wine Sign® – where our exclusive software allows us to devise a personalised wine list based on guests’ taste, consumption choices and budget.”
Raoux bought Château d’Arsac as Raoux bought the abandoned Châteaux D’Arsac in 1986 and completely renovated it ISSUE 3 2013 © cybertrek 2013
a ruin in 1986; today this 112 hectare Haut-Medoc and Margaux estate is home to a collection of contemporary art of global significance. This collection flows into the grounds of La Winery, allowing Raoux to blend the cultures of wine, art and landscape.
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