Get thee to San Francisco: MOMA exhibit "How Wine Became Modern"

on 20/11/10 at 3:02 pm


When the new exhibit, “How Wine Became Modern,” opens tomorrow (Friday, November 19) at the San Francisco Museum of Modern Art, it will mark the first time a major art institution considers the role of wine in modern culture. It may also be the first time most people have the chance to smell what “petrol” really means when it emanates as an aroma from a wine (usually Riesling).

Ensconced within a multi-room wing of the museum’s fourth floor, “How Wine Became Modern: Design and Wine 1976 to Now,” will run through April 17.

“The exhibit tries to balance didactic and intellectual content with the more sensory and experiential,” said Henry Urbach, the exhibit’s organizer and curator of architecture and design. “Which seems very wine-like.”

In doing so it contains key artifacts, such as the two winning California wines from the Judgment of Paris — Chateau Montelena’s 1973 Chardonnay and Stag’s Leap Wine Cellars 1973 S.L.V. Cabernet Sauvignon — as well as an original copy of the “Time” Magazine article touting California’s seminal triumph over the French wine world.

“This is everything around wine, the visual and material culture,” Urbach said. “We began with a set of questions about why does wine attract so much cultural activity? We’ve seen important new wineries all over the world by some of the world’s leading architects. We’ve seen wine labels by important artists and graphic designers, wine glasses, wine media, movies related to wine, books about wine. There’s so much activity around wine, it’s not really like anything else that you eat or drink.”

(Photo: Dennis Adams, SPILL (production still), 2009; courtesy Galerie Gabrielle Maubrie, Paris)

{Full story via Press Democrat}

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