Adegas de Autor: Produção Industrial, Turismo e Marketing

Abstract

Reflecting on the growing importance of wine tourism and its impact on rural economy and landscape, with the design of iconic buildings by architects from the Star System, one verifies the intensification of the architecture - marketing's relationship, using the new wineries' image in the construction and promotion of the brand's image, as well as the territory itself, developing the various regions. The introduction of tourism into an industrial building is only possible by the peculiar production - wine. The connection of functions creates the need for restructure and creation of new spaces as well as, the definition of a visitation route, learning and observing different stages of production, without interfering with the winery's efficiency or the wine's quality. The present study concentrates on wineries' typological alteration as well as, the impact of new functions on the building's conception, developing a casestudy analysis supported on three points that structure architectural project: Site Planning, Program and Construction. The analysis sets on an initial study of context for comprehending the problem's evolution and the different solutions that constitute a frame of reference within the international scene as well the Portuguese context. This study allows for the observation of the particular case of Portuguese wineries, as the result of a specific architectural culture less concerned with form/image and more attentive to context, to specific characteristics of each site. On the other hand, the typological study approaches new wineries and contemporary museums, with multiple service abilities, new systems for transmitting information as well as, architecture's roll on development and consolidation of the global project - the Winery-Museum.