retailers struggle to create
meaningful experiences in
their stores, new museums like
Bordeaux’s La Cité du Vin are a great source of
inspiration. This striking new museum on the
banks of the Garonne River has transformed
the city’s riverfront. The museum, which opened
in June, brings wine to life through an immer-
sive, sensorial approach. Because La Cité du Vin
is in Bordeaux, you might expect it to focus on
the wines that have made the region famous,
but the museum celebrates wines from every
region of the world.
The homage to wine begins with the building. The exterior of custom-printed glass and
iridescent aluminum panels shimmers in the
Bordeaux sunlight. The building’s fluid shape
has been compared to knotted vine stocks,
wine turning in the glass, or even a garden slug.
Whatever image it conjures, the 144,000-sq. ft.,
10-story building is hard to ignore.
THE ICONIC BUILDING HOUSES
AN INNOVATIVE EXPERIENCE
OF “NERD CON TEN T.”
A NEW WINE MUSEUM IN BORDEAUX
MASTERS THE IMMERSIVE CUSTOMER
EXPERIENCE. IT’S OVERFLOWING WITH
IDEAS THAT RETAIL CAN ADAPT.
by Karen Schaffner
A Taste of Inspir