La Genisia: A journey through the vineyards with virtual reality

La Genisia has recognised that technology is now an integral part of our daily lives, and this is no different in the world of wine. While few wineries have fully embraced its potential, La Genisia stands out by seizing the opportunity to innovate and make a real difference. This dynamic winery from the Oltrepò Pavese has chosen to explore the possibilities of Virtual Reality, allowing wine enthusiasts to experience its vineyards and production sites firsthand, all from the comfort of their homes.

With this in mind, La Genisia winery is experimenting with Virtual Reality technology, VR Wine La Genisia, which transports users into a 3D environment using specialised devices. In this case, the setting is the vast vineyards of Oltrepò Pavese and the winemaking facilities.

“Understanding the morphological and environmental characteristics that influence a wine’s unique traits is not always immediate,” says Simone Fiori, oenologist at La Genisia Winery. “This tool allows visitors to explore key locations and discover our winemaking philosophy.”

VR Wine La Genisia offers an empirical experience through immersive technology: a unique and privileged point of view for the observer, who, guided by the winery’s professionals, can immerse themselves in a 360° experience. Users can choose where to direct their gaze—whether at one vineyard or another—and even interact actively by selecting the narrative of their preferred bottle.

“Virtual Reality enables a new storytelling language with an extremely high level of engagement,” explains Tommaso Zanotti, founder of Extended Dimension, a production company specialising in immersive storytelling that collaborated with La Genisia to develop the project. “An immersive experience tells a story in an unprecedented way, giving authenticity to the content and credibility to the brand. It allows people to visit distant places and experience emotions while comfortably seated. Virtual Reality is a rapidly expanding field, increasingly accessible to a wider audience. We are thrilled to have collaborated with an innovative company like La Genisia, which is attentive to progress and open to experimentation.”

Who is La Genisia?

La Genisia is a young and ambitious social enterprise that today involves twenty experienced winemakers. It cultivates 70 hectares of vineyards in the municipality of Codevilla (PV) and surrounding areas.

The rolling hills of Lombardy provide the backdrop for this project, which is driven by a well-defined philosophy: fostering a continuous dialogue between the winery and winegrowers to achieve excellence in quality standards. This growing journey is rooted in a deep awareness of the land and the ability to interpret the terroir.

The winery produces distinctive wines, known for their fine and persistent perlage, which elegantly express the characteristics of Pinot Noir—the flagship grape variety cultivated and crafted by the winemakers collaborating with La Genisia.

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