Savoring Spaces: Transforming wine houses into contemporary sensorial experiences through architecture and interior design

Abstract This thesis investigates the role of architecture and interior design in transforming traditional wine production sites into spaces of cultural, emotional, and sensorial value. Using the Cantina Mascarello Michele & Figli as a case study, located in the historic village of La Morra within the Langhe region of Piedmont, the project examines how design can reinterpret heritage spaces to foster immersive experiences that engage visitors on multiple levels. The Langhe landscape, inscribed by UNESCO in 2014 as a World Heritage site for its exceptional cultural and agricultural significance, serves as a crucial backdrop for this exploration. The research begins by analyzing the growing phenomenon of wine tourism as both an economic driver and a tool for cultural preservation in rural areas. It explores how the shift from mass tourism to more experience-driven, place-based travel has opened new possibilities for design to contribute meaningfully to local identity and heritage. Drawing from theoretical frameworks in heritage studies, environmental psychology, and sensory design, as well as international case studies from France, Portugal, and Italy, the thesis identifies key strategies through which wineries can evolve into narrative-rich environments. The design proposal centers on the reimagining of Cantina Mascarello through a series of spatial interventions: the creation of a wine museum that celebrates the cantina’s legacy; the transformation of the internal courtyard into a social and symbolic hub; and the development of three panoramic terraces for year-round wine tasting, overlooking the UNESCO-protected vineyards of Langhe. These spaces are designed to engage all five senses, employing local materials such as Langhe stone, terracotta, wood, and recycled wine barrels. Particular attention is given to the use of circular geometry, evoking the cyclical nature of winemaking and reinforcing the connection between space, time, and ritual. Rather than pursuing monumental gestures, the design embraces a language of continuity, authenticity, and care. It respects the existing architectural character of the cantina while introducing subtle elements that enhance spatial experience and emotional resonance. The project reflects the philosophy of the Mascarello family—rooted in craftsmanship, sustainability, and a deep respect for the land—and extends this philosophy into the built environment. By proposing a holistic, sensory, and symbolically rich design approach, the thesis demonstrates how architecture can play a transformative role in heritage contexts. It suggests that wineries, particularly those embedded in culturally significant landscapes like Langhe, have the potential to become more than places of production—they can act as custodians of memory, storytellers of tradition, and catalysts for meaningful connection between people, place, and wine. In doing so, this work invites a broader reflection on how design can preserve identity while offering new ways of experiencing heritage—quietly shaping not only space, but the emotions and stories we carry away from it.