GENEVITIS: When Italian Territory, Wine, and Design Become One Vision
Connecting Italian wine production with international retail
At the 2025 epda Conference in Porto, we had the honour of discovering GENEVITIS, a pre-launch presentation by MACK & SCHÜHLE Italia that reimagines how wine, territory, and design can collaborate across the entire supply chain. More than a series of wines, GENEVITIS is conceived as a long-term sustainable economic model connecting Italian wine production with international retail — empowering local communities and celebrating the identity of each region.
The Meaning Behind the Name
GENE: The genesis, the origin, the life cycle of vine and wine.
VITIS: The profound connection to the land and its agricultural heritage.
Together, they express a project built on authenticity, respect, and responsibility.
Key Pillars of the Project
• Sustainability
• Ethical production
• A deep respect for the land
GENEVITIS relies on a well-structured supply chain of regional cooperative wineries that share a commitment to responsible resource management — including people, vineyards, and wine.
Its ambition is twofold:
1. Promote the richness of Italian winemaking locally and internationally
2. Support farming communities while ensuring high-quality production
Design as a Strategic Value Chain
One of the most inspiring insights from Porto was the creative architecture behind GENEVITIS:
• Each region is paired with a designer who understands its unique cultural and oenological identity.
• Local creativity becomes fundamental to the project’s value chain.
• Design becomes a process of listening — to the land, its nuances, and its stories.
This results in:
• A new strategic approach to NPD projects
• Stronger relevance for trade partners
• Clear differentiation in a competitive wine market
The Wines & Their Creators
• Piemonte – Marchesse Dalmaso: ArtevinoStudio, Antonella Frate
Marchesse Dalmaso draws inspiration from Piedmont’s rich winemaking tradition, with a line of seven labels deeply rooted in the region.
• Lazio – Mitreo: Federica Cecchi
Mitreo is a sensitive portrait of Lazio, embracing the cultural roots that make the region unique. The fresco-inspired design transforms into a mosaic of precious tiles, capturing the essence of past and present in the Castelli Romani area.
• Abruzzo – Chiore: D’Aroma Studio, Nicole Gallone
Chiore is inspired by transhumance — the ancient practice of moving people and livestock along the land, guided by the sun. “Chiore” evokes clarity and a path traced by light, reflecting both journey and discovery.
• Sardegna – Maèntu: Redfish ADV, Giovanni Murgia
Maèntu is a tribute to Sardinia’s authentic soul. Named after the Maestrale wind, it reflects the rhythm of nature, the heartbeat of the island, and the centuries-old winemaking traditions that shape both land and vines.
• Campania – Terre di Guardia: NJU:DESIGN, Mario Cavallaro
The crane symbolizes vigilance and identity, merging local heraldry with the Taburno massif. The design evokes the rugged landscape, the microclimate of the vineyards, and the silent guardianship of the land — a visual rhythm transformed into an emblem of the winery.
• Puglia – Radicanto: Studio Usopposto, Alessandro Santoro
Radicanto merges Radici (roots) and Canto (song). It evokes Puglia’s deep identity, connection to native grape varieties, joy, tradition, and culture passed down through generations — a celebration of the land, its people, and the music of life.
Supporting Industry Partner
We proudly acknowledge the collaboration with UPM, providing premium sustainable material solutions that enrich the project and strengthen the creative value chain.
Conclusion
GENEVITIS is a model for the future — a celebration of Italy's regional diversity, a commitment to sustainable production, and a tribute to collaborative creativity. It's all about bringing producers, designers, industrial partners, and the land itself together into one story that makes sense and is meaningful.
Pictures by Hélder Bento during our conference in Porto
