Pyramids of brightly coloured iced doughnuts, trays of cupcakes topped with swirled pink, yellow and blue frosting, and piles of shiny fresh fruit – oranges, tomatoes, grapes – bring vibrancy and energy, a panoply of colours. Willy Wonka would feel at home here! A table laid out like this, is certainly not the first thing you would expect to see in a winery but this is something different. As the team behind Campo Viejo explains, this is Casa Pasio?n.
Casa Pasio?n marked the official launch of Campo Viejo’s Reserva Pasio?n Limited Edition, as part of the brand’s new ‘Add Some Pasio?n’ campaign. The two-day extravaganza was intended to illustrate that ‘things that are simple become extraordinary’, highlighting passion and talent through different creative disciplines like art, gastronomy, music and dance.
It could be said that the success of Campo Viejo lies in consistency and reliability. Which poses the question; how does a brand innovate when its name is synonymous with dependability? By placing it front and centre in life’s special moments and experiences, and by sharing the passion and vibrancy of Spain’s diverse and dynamic culture, believes the winery.
For the launch of the new limited edition, Campo Viejo clearly embraced this philosophy with an energetic and eye-catching aesthetic. Aside from the table laid out with tasty treats, the bodega also became home to a variety of modern art installations, featured a flamenco show and even offered an elaborate and colourful meal created by renowned chef Alejandro Serrano.
Serrano, who at just 21 broke the mould by becoming the youngest Spanish chef to receive a Michelin star for his innovative restaurant in Miranda de Ebro, was a perfect choice to partner with for this passion-themed event. Bringing an unusual approach to the region’s cuisine, he creates menus solely from seafood and vegetables, which highlighted the adaptability of the carefully paired Campo Viejo range of wines.
‘Making something simple special’ is how Federico Leonard, Global Wine Ambassador for Campo Viejo, summarises the winery’s approach to winemaking. With this in mind, the winery commissioned young Spanish artist Misterpiro to design a special label for limited release, which was exclusively showcased at Casa Pasio?n. A contemporary artist whose paintings exude colour and vitality, Misterpiro worked in collaboration with head winemaker Ignacio Lo?pez to create a unique design for the most famous wine in the range, Campo Viejo Reserva.
The unique label maintains the classic Campo Viejo orange design at its core but is bordered by Misterpiro’s ‘pasio?n’ design, based on paintings created during the artist’s various visits to the vineyards. Misterpiro explains that he was inspired by his impressions of the winery and terroir, which looked different on each of his visits to Rioja.
Working with Lo?pez, the artist tasted individual tanks and barrels to find ‘the nuances within the different varieties’ which enabled him to reflect these in his energetic design. Misterpiro, originally a graffiti artist, has gradually introduced more traditional techniques into his repertoire over time. But his focus very much remains on the outdoors – hence the perfect synergy of his creative label design for Campo Viejo’s special edition.
Wine as art
Lo?pez draws a parallel between art and the art of winemaking. ‘What we use as winemakers are the vines, landscape and soils. The intention is to express something that moves you,’ he explains. The winemaker believes that Misterpiro’s unique design represents the landscape in…
Source : https://www.decanter.com/sponsored/campo-viejo-launches-limited-release-reserva-518027/