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.