As it approaches its 5th anniversary, the Cité du Vin has launched a number of new attractions and developments. From the permanent exhibition through digital tools to a new cultural programme, this year is marked by changes to exhibition spaces and content, giving new reasons to (re)visit the Cité du Vin.
by Veronika Verhzak
Located in Bordeaux, the Cité du Vin is a new generation cultural centre, unique in the world, where wine is presented in its cultural, civilisational, heritage and universal dimensions. It is the fourth most visited museum outside the Île-de-France region, the Cité du Vin showcases vineyards from around the world through a permanent exhibition, temporary exhibitions, wine culture workshops and numerous events.
Managed and developed by the Foundation for Wine Culture and Civilisations, the Cité du Vin is accessible to the widest audience: a spectacular journey around the world, across the ages, in all cultures.
A fresh look for the permanent exhibition
After 2020, a year marked by the health crisis and its consequences (63% drop in visitor numbers, virtual absence of international visitors from March but an increase in the number of French tourists, day trippers and local residents over the summer), the Cité du Vin is now focusing on the future and planning a wide range of improvements for its visitors.
Starting with the permanent exhibition, the attraction at the heart of the Cité du Vin, for which the sound environment has been revised, taking advantage of the closure period. Main innovation: the tour companion, handed over at the entrance to the exhibition and allowing audio and video content to be triggered in eight languages, is now more personalised. Since this summer, visitors have been able to use a mobile application on their own smartphone to accompany them through the 19 modules.
It contains new features, such as finding a theme within the exhibition, and also the possibility of creating a personalised guided tour, designed according to individual preferences and length of visit. Signage within the Permanent exhibition will also be revised to provide improved information and direction-finding between different areas.
Another point of note: renewal of some of the exhibition content is also under way in 2021 and will continue thereafter: this year, the “Bacchus and Venus” and “Divine Wine” modules are getting a makeover, with new themes. All the more reason for locals to visit again, and browse the 3000 m2 exploring the cultural riches of the world of wine.
The Foundation is also developing its online presence and expanding beyond the walls of the Cité. In 2021, the Cité du Vin website has also had a makeover. Since this spring, this new online showcase, designed with Good Kids Agency and developed by the Bordeaux studio Lost Mechanics, gives pride of place to videos for better remote immersion and smoother browsing.