With the overlapping of differing forms of expression in the world of artistic endeavours becoming ever more actualised, might the world — or perhaps the creative experience thereof — be moving slowly, steadily and seamlessly into a greater embrace of the art of everyday living? While the recognition of the wide variety of arts’ overlapping root ideologies has become more widely acknowledged and celebrated, a shift of these artistic philosophies into the practices beyond the traditional “arts” realm is still a relatively novel concept.
Yet, this is exactly the base premise for La Viarte. In a subtle yet fierce manner, the winery blends an experience of the arts into living. What is living if not the immersive and experiential nature of art itself? With intentional curation and a mission to “Redefine Wine,” La Viarte seamlessly integrates the two naturally co-occurring yet mentally distanced worlds back together. In doing so, it leaves you questioning, “How could we ever have separated these two entangled and mutually nuanced realms?” If living can indeed be so embraced as creativity itself, what better way is there to celebrate it than through the arts of a vineyard?
A union between taste and aesthetics, both inherently artistic experiences, La Viarte does not shy away from questioning the boundaries imposed on a creative living. Rethinking the definition of wine might be a useful first step to open your palate to the true nuances of these grapes. From this, shifting to the consideration of wine as an art form will evoke lively sensations and the true recognition of La Viarte and its philosophy as a deep artistic entanglement.
Through a unique form of storytelling through the senses, La Viarte wines have the ability to transport you to the slow rhythms of the hilly Italian wine region of D.O.C. Friuli Colli Orientali. Recently graced with a new generation of winemakers, the Polegato family, innovation lies at the core of this storytelling. Imagining new ways to communicate the beauty, austerity and art of the land, soil and vines, they drift not from the deep rooted nature of the vineyards. In doing so, they celebrate the history of the land and vines, with wine itself being the highest expression of the brand’s philosophy, “Only with deep roots in the soil can we reach for the sky.” With this grounded nature of the La Viarte philosophy, the simultaneous, “Redefine the concept of wine” agenda shows the love and commitment to the celebration of the art of the land and its fruits.
La Viarte, also referring to “openness,” aims to always have a door open. This has been practiced in many different facets, by staying open to new trends and especially taking inspiration from the worlds of art and fashion. As a supporter of CAP74024’s 10th anniversary exhibition in Paris at Ellis Gallery, they showed exactly that. In an event filled with the aura of celebrating creative expression and its worldwide guests spanning art, fashion and cultural fields, the integration of art into life for La Viarte was clearly demonstrated. A commitment to artful and joyful living, La Viarte entangles these supposedly disconnected realms through bringing fresh perspectives to the wine industry.
Words by Emme Pretorius
