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Ornellaia’s latest gets reflective label

Ornellaia is releasing a limited series of large format bottles decorated by a leading figure of the Italian modern art movement.

Ornellaia 2010 La Celebrazione
La Celebrazione by Michelangelo Pistoletto in double magnum

The special packaging features the work of Michelangelo Pistoletto, who achieved international acclaim in the 60s with his Mirror Paintings, and whose works entitled Minus Objects from the same decade are considered fundamental to the birth of Arte Povera.

Asked by Ornellaia to interpret “La Celebrazione” for the 2010 vintage, the release not only marks the producer’s 25th anniversary but also the fifth edition of Ornellaia’s Vendemmia d’Artista project.

Speaking of his creation, Pistoletto said, “I decided to utilise the mirror for the Ornellaia project, creating its profile through curving, sensuous lines that transgress the traditional square shape of a wine label. I wanted this artwork to be fluid, flexible, dynamic, just like the flowing movement of a thought.”

Pistoletto has created individually-signed and numbered labels for 100 double magnums, 10 imperials, a single Salmanazar and Balthazar of the Vendemmia d’Artista Ornellaia 2010.

The Salmanazar, three imperials, and four double magnums will be auctioned in London on 16 May by Sotheby’s, with the proceeds donated to the Royal Opera House in London.

Ahead of that, in New York on 23 February, Sotheby’s Finest & Rarest Wines auction will feature some pre-release lots of Ornellaia 2010, including the Balthazar made especially for the 25th anniversary.

Ornellaia’s 25th Anniversary decoration

Every year Ornellaia commission an internationally renowned artist to produce a work of art and an limited number of special labels.

In the past four editions of Ornellaia Vendemmia D’Artista, the Super Tuscan has raised over €800,000 through auctions, which has been donated to institutions related to the arts.

Last year the producer chose Chinese artist Zhang Huan to create the design for its  Ornellaia Vendemmia D’Artista 2009.

Meanwhile, to mark the 25th anniversary for Ornellaia’s standard formats, every bottle of the producer’s 2010 vintage is decorated with a special logo, silk-screened in gold and ivory (see right).

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