When design meets the art of fine wine
In 2024 a new collaboration brings together the craftsmanship of Poltrona Frau, the design of Lella and Massimo Vignelli and the winemaking art of Feudi di San Gregorio. This synergy is now represented by an exclusive bottle, a symbol of Italian artisanship and design.
The first collaboration between these two Italian excellences dates back to 2004, when Poltrona Frau designed a chair and other custom-made furniture designed by Lella and Massimo Vignelli for the Feudi di San Gregorio winery. The result was “Luna,” a small red leather armchair with sleek, essential lines that seamlessly balanced function and comfort.
“It all began in 2001, when, among many other initiatives, our winery turned to the genius of Lella and Massimo Vignelli and we asked them to combine harmoniously and creatively the contrasting approaches that best represent us: tradition and the ambition to break the mould in order to reinvent the imagery of wine.
Lella and Massimo Vignelli took care of our entire brand identity and revolutionised our labels: the quality of the details, the choice of colours coupled with their innovative size – much smaller than traditional wine labels – have given our bottles an extraordinary recognisability. The labels have become the primary ambassador of our company’s philosophy.”
– Antonio Capaldo, President of the Tenute Capaldo Group
The limited edition
Twenty years later, Poltrona Frau and Feudi di San Gregorio collaborate again to launch a limited edition of DUBL, a Metodo Classico sparkling wine crafted from native Campanian grapes. The bottle’s iconic shape and label were designed by Lella and Massimo Vignelli in the early 2000s. For this special edition, a 2016 vintage was selected – a wine aged for over eight years on the lees and made from Greco grapes, a varietal esteemed since Roman times and today considered one of Italy’s finest.
Poltrona Frau has designed and crafted leather label in Pelle Frau® ColorSphere® (SC Garnet) using remaining leather from production, echoing the sleek lines of Vignelli’s original design and recalling the material and color palette used in the armchair’s construction. Each label is applied by hand with the precision and care that epitomize the craftsmanship of both leatherwork and the long-aging process of fine wine.
“Since 1988, with their unique vision as art directors, Lella and Massimo Vignelli have transformed Poltrona Frau’s logo and image and created emblematic and timeless products such as the Intervista armchair and the CEO desk, which are still in our catalogue. Their influence led to the innovative design of the company’s showroom and auditorium in Tolentino (where we have our headquarter) and the reinvention of the Soho store in New York that set new standards of minimalism.
Thanks to their undisputed creativity and leadership, we have had the opportunity to collaborate with many award-winning designers such as Frank O. Gehry, who used the Vignelli’s Pitagora Theater System armchairs, designed by them for Poltrona Frau, for the Guggenheim Museum Bilbao. We are now proud to collaborate with Feudi di San Gregorio on this limited edition and to celebrate the distinctive mark that the Vignelli have left on the world of design, helping to reinforce our commitment to excellence and quality.”
– Nicola Coropulis, CEO of Poltrona Frau
