Architecture lovers in New York have been given the opportunity to view the architecture that has transformed the Austrian wine industry, albeit without the blurred vision and fuzzy lines.
At an exhibit held at the Austrian Cultural Forum in New York until January, 48 replicas of works from Austrian architects such as Hempel + Fonatti, Anton Mayerhofer and Werner Shüttmayr will be displayed alongside blueprints, photographs, sketches and bottles from vintners and wineries.
Austrian architecture movements have been credited with helping change the face of Austrian wine at a time when California upped its aggressive marketing campaign to promote wine as culture.
A wine scandal also laid rest to the nation's then success in the industry, motivating quality vintners to position themselves in the international market in order to boost the reputation of Austrian wines.
This is what the exhibit, which was first showed in 2005 by Architekturzentrum Wien – called "WeinArchitecure. From Cellar to Cult" hopes to show, according to the Austrian Cultural Forum (ACF).
"Austrian vintners have entered into an extraordinarily widespread and successful alliance with contemporary architecture unmatched by any other industry," the ACF says.
To keep up with the fast pace of the industry, Austrian vintners had to re-establish their infrastructure to make way for modern production techniques and tastes, with more people coming through the front door of the winery for a tipple.
"In some cases, conversations between vintners about the pleasures of wine and their professions started with architects buying wine," the ACF says.
The high quality projects that now lay strewn over what Austria calls its "Silicon Valley of Wine" in Burgenland, Vienna and Styria are known for their exposed concrete structures and well-designed wooden stalls.
By Penny Jones