Structure, balance, harmony and elegance – intrinsic qualities of an object’s aesthetic value at the core of the campaign now launched by the Prosecco DOC Consortium. Innovation and sophistication seal the match between one of the world’s most famous wine denominations and three icons of Italian design.
Soggetto Design
Named ‘Soggetto Design’ (Design Subject), is a collaboration between the Prosecco DOC Consortium and the ADI Design Museum. It tells a story of craftsmanship and beauty through a curated selection of symbolic objects from Italian furniture: the Cubo radio by Brionvega (designed by Marco Zanuso y Richard Sapper), the Atollo lamp by Oluce (Vico Magistretti) and the Fjord armchair by Moroso (Patricia Urquiola).
These aesthetic symbols define a plot to showcase the multiplicity of disciplines and techniques that come together to bring the creations of Italian design to life. In turn, these embody the philosophy of the Italian art of living, which surprises for its simple essence of beauty and concrete solutions. Hence the campaign motto: ‘The Italian sparkling art of living’.
The principle is graphically expressed in ‘Soggetto Design’ through the ‘magazine cover’ concept, stylistically recalling the cover of a magazine in which the three iconic design pieces stand out as co-stars alongside Prosecco DOC. The visual image traces the dialogue between the historical architecture of the museum buildings and the modern shapes and innovative materials of the three objects, surrounded by a timeless space, suspended between past and present.
Genius and imagination
Stefano Zanette, president of the Prosecco DOC Consortium, explains that ‘unlike previous campaigns where we focused on the territory – as in the ‘Dreamland’ project – or on the wine itself – as in the ‘Drink Pink’ launch campaign – in this instance the main goal is to place Prosecco in the realm of the consumer’s imagination. We have therefore placed Italian genius at the center of the communication, which, in this case, is expressed by the selected ‘subjects of design’ as a demonstration and ‘supporting evidence’ of the creative power Made in Italy .’
This creative power defines the history, talent and typically Italian style of Genio. Such is the highest expression of the aesthetic and sensorial research that the Prosecco DOC Consortium employs every day, to tell the story of the uniqueness of its wines and of the wonderful territory, between Veneto and Friuli Venezia Giulia, that yields them.
In Italy, the marriage of wine and art in Italy is expressed in ever-more interesting ways, and through many languages, that the Consortium has grasped and made its own. By uniting the art of making wine with art in the highest possible sense, Prosecco tells the true and whole Italian way of life, a source of inspiration throughout the world.
Simplicity and beauty are the paradigms behind the luxury of the Italian lifestyle, without artifice, but embodying a sophisticated ideal. The very same simple sophistication that can be enjoyed in a glass of Prosecco.
Discover more about Prosecco DOC
-
Editors’ picks: A clutch of great wines to try – April 2026See what our team has been trying recently...
-
Barcelona Wine Week: Trends and perspectivesThe latest edition of Spain’s largest wine fair set the stage for some exciting tastings and discussions, allowing our Spain Editor to take the pulse of the country’s scene and identify the hottest topics driving its evolution.
-
Gavi: Piedmont’s hidden gemSponsored Content Set between the Apennines and the Ligurian coast, Gavi combines medieval charm, distinctive gastronomy and one of Italy’s finest wines.
-
Cuatro Rayas: Past-proofing the futureResponsible for the largest area under vine in Rueda, this forward-thinking wine cooperative has embraced its role as the custodian of an invaluable natural and cultural heritage.
-
Cantina Tollo: Business not as usualSponsored Content In the heart of Abruzzo, Cantina Tollo is proving that cooperatives are becoming a key source of quality wine. The benchmark producer shows how a long-term vision can balance tradition and innovation to create a truly sustainable business – and some very serious wines.
-
Two different faces of Tuscany: Castello di Radda and Cantina Fabio MottaSponsored Content For 50 years the Agricole Gussalli Beretta group has been dedicated to producing wines of the highest quality in Italy’s most prestigious wine-growing regions.
-
Tenuta Il Finale – Shining a spotlight on Piedmont’s land and grapesSponsored Content A friendship forged through the world of business led three wine lovers to the steep hills of Piedmont, where they are championing the region’s local varieties.
-
Bordeaux whites and crémants: Energy, freshness and renewalSponsored Content A deep dive into the new-wave dry white and sparkling wines from a region undergoing a vibrant renaissance creating crisp, lively expressions that blend Atlantic freshness, historical roots, and modern innovation for everyday enjoyment.
-
Explore Spain with Pata NegraSponsored Content Celebrate the exciting diversity of the Spanish wine scene with the pioneering umbrella brand that brings together a selection of top denominations under just one label. The Pata Negra range allows you to explore regions from Rioja to Rueda – and beyond.
-
Dalmatia: Where to enjoy the stillness of fjakaSponsored Content When Dalmatia slows down in the early afternoon, here are some perfect places to enjoy a little dreaminess.
