At the Masi Wine Bar and Restaurant in the old city centre of Zurich, “The Metamorphosis of Material” by Swiss artist Maya von Moos has been unveiled. The work was inspired by Masi’s iconic wine: Amarone Costasera, and it has been reproduced to adorn the labels of the best selection of Costasera 1999, in limited edition. This initiative is part of the biennial project Costasera Contemporary Art, started in 2013, which involves choosing an internationally famous artist to create an original piece of art dedicated to Amarone, Masi’s flagship, which is then reproduced on the label of this top Valpolicella red wine.
The project, which draws together wine and culture in those countries where Masi enjoys special recognition for its wines, has been supported this year, in the best Masi tradition, by importer Rudolf Bindella Weinbau–Weinhandel. For over twenty years, the Swiss importer has collaborated with Masi owners, the Boscaini family, to develop the success of its fine wines and to promote the Masi territory throughout Switzerland. The Bindella family, who are equally passionate Art collectors, consulted museum curator Dr Guido Magnaguagno who recommended Maya von Moos for her innovative artistic expression: 3D animation.
Joining a select audience of long-standing clients, journalists and art collectors, Raffaele Boscaini, marketing director of Masi Agricola, said of the initiative: “We are really proud to continue Masi’s involvement in supporting contemporary art and culture; and to be able to do it here in our own Masi Wine Bar in Zurich, takes on a special meaning for us: this is a unique place to meet, where we would like to convey Masi’s historic, cultural and wine -making values as part of the Venetian territory as a whole”.
Once again this year, all profit from the sales of Costasera Amarone 1999 bottles will finance a young artist to experience studying in a context of artistic excellence within Italy.
More recently, Masi collaborated with the famous Chinese artist Liu Bolin, hosting a performance in its cellars in Valpolicella, which gave rise to a work of art which has added to the Estate's fine collection.