A New Way to Experience Wine
Concha y Toro
Timeless legacies are meant to be continued. With that in mind, it's no surprise that, nestled snugly in the heart of Pirque, comes the latest addition to Concha y Toro. In a space where wine, culture, and sensory exploration converge, the new Centro del Vino brings to life the brand's three pillars: excellence, sustainability, and innovation. More than a new building, the Wine Center is a statement of intent: with its historic cellars to immersive sensory experiences, this new location sets out to capture the essence of Concha y Toro and tell the story of its role at the center of Chile's wine industry.
A legacy that continues to unfold
To showcase the Wine Center, Concha y Toro reached out to DAf, seeking a campaign that would shape the brand's essence and capture the importance of the new center in strengthening their brand image. To bring this chapter to life, we created a video that is dynamic yet refined, providing a taste of what's in store for visitors: fast-paced scenes portray the center's construction and craftsmanship which then transition into warm, atmospheric shots of wine rituals and art installations, alongside sensorial experiences in action. Through these elements, we crafted a piece that positions the Wine Center not only as a destination, but as a symbol; a place where past, present, and future coexist.
Showcasing the space meant shaping the brand's story
More than just a showcase, the story became a creative expression of the center's bold vision; a tribute to Concha y Toro's enduring legacy, its spirit of innovation, and its unwavering commitment to honoring tradition while embracing the future. This was the moment to discover the brand's essence anew.
Where grounded heritage meets a modern, immersive expression
DAf developed visuals rooted in contrast that differentiates the experience: the grounded heritage of Concha y Toro meets the boldness of modernity shown through immersive qualities. Filmed in Pirque, we captured both the elegance of the center's architecture and design as well as the intimate experiences it enables; from curated tastings to moments of quiet reflection.
A place where time converges
A series of films created for the space accompany visitors throughout their journey, transforming architecture into narrative and exploration into emotion. These moving images echo the same contrasts captured in the launch piece - heritage and innovation, craft and vision - allowing guests not only to learn about Concha y Toro, but to feel its legacy unfold around them. In this way, the Centro del Vino becomes more than a destination; it becomes a living story, constantly retold through every visit.
