The latest visitor experience from the art-focused Rioja winery features an immersive experience, murals by international artists and tastings of some of its latest bottlings.
As the latest venture in its range of winery experiences, Campo Viejo has turned to the world of art for inspiration. Art & Pasión, which was unveiled at the end of February, is an experience which explores famous Campo Viejo Riojas alongside celebrated artists working in Spain.
Campo Viejo is well known for its internationally sold Rioja wines, led by the instantly recognisable orange label of Campo Viejo Reserva. In fact, in 2023, the winery was the region’s number one brand by global sales volume. It has staked its reputation on a keen balance of quality and value.
Art, however, is also an essential component of Campo Viejo’s identity, which is being highlighted by the new experience. “At its core,” explains brand manager Guillermo Regorigo, “art at Campo Viejo is a way to convey our identity and philosophy: the fusion of tradition and modernity, boundless creativity, and the celebration of shared moments. It is a means of expressing our passion for wine, our innovative spirit, and our deep connection to the culture and landscape of Rioja.”
Combining art and wine
As part of the Campo Viejo Art & Pasión experience, visitors participate in two very different tastings. The traditional tasting features Campo Viejo Blanco Reserva and an appetiser of Iberian ham. It serves as a showcase for this recent label, a recent project by chief winemaker Ignacio López that highlights white winemaking expertise in
a region predominantly known for its reds.
The second tasting, however, is much further off the beaten track. It takes place in the Color Lab, an immersive environment inspired by experiments in psychology that won a Best of Wine Tourism Award in 2022. Through its use of colour and music, it aims to transform the sensory perception of wine. For the tasting, that wine is the CV Reserva 2018 Pasión Edición Limitada, a versatile Rioja aged for at least three years.
As part of the experience, visitors will also have the chance to explore unique spaces within the winery, which often have an artistic connection themselves. For instance, they can explore street art pieces such as the 3ttman corner and the Pasión wall by Boamistura. In areas such as the barrel room and the bottling area, guests on the Campo Viejo Art & Pasión experience will have the chance to explore winemaking, art and architecture in tandem with each other.
The terrace, meanwhile, offers immersive views of Campo Viejo’s vineyards. It is both an impressive view of Rioja’s landscapes and a reminder of the winery’s continuing work to make its vineyards more sustainable.
Art around every corner
Across the tour of Campo Viejo, visitors to the Art & Pasión experience will see the results of artist partnerships developed over many years. Indeed Campo Viejo has a strong track record for welcoming Spanish artists, makers and designers into its space.
Featuring perhaps most obviously is
Galician artist Carlota Pereiro. She designed the label for CV Reserva 2018 Pasión Edición Limitada, covering it in semi-abstract figures joining together. The inspiration, she says, was an appreciation for the ritual of sharing a wine with friends and family: “An intimacy is created that cannot be replicated in any other way.”
Her work is also on display in the winery buildings, having transformed a space with suspended canvases, totems and sculptures. As a multimedia artist, it speaks of her interest in unusual forms and materials, as well as her own dialogue between tradition and innovation that is mirrored in Campo Viejo’s approach to its winemaking.
Further artistic highlights include a mural by Louis Lambert, the street artist
also known as 3ttman. Alongside the on-site design, he collaborated on a limited edition label design, as well as bringing Campo Viejo-inspired murals to cities such as Ibiza, Melbourne and Auckland.
The Pasión Room, meanwhile, fits the Campo Viejo brief for advancing art with an eyecatching mural by
Boa Mistura. The collective, born of the Madrid street art scene in 2001, brought their urban ideas to the Rioja landscape in 2022, including on another limited edition label design.
“We want visitors to feel inspired and immersed in the creative process that connects art, wine, and sensory exploration,” concludes Regorgio. “Our Art & Pasión experience invites them to discover the parallels between the craftsmanship of winemaking and artistic expression, leaving them with a deeper appreciation for the world of Campo Viejo and the pasión behind every bottle.”
