A Must-See Experience in Santiago: Concha y Toro’s Sensory Journey in Pirque

Concha y Toro invites you to discover its immersive journey, “Sensory Experience: The Origin of a Legend,” located in the newly inaugurated Centro del Vino in Pirque. This innovative project—recently awarded at the 2025 Chile Diseño competition—combines art, technology, and heritage to reveal the origins of Chilean wine and the iconic Casillero del Diablo line, in a journey that captivates all the senses. 

Located in the new Concha y Toro Centro del Vino and just 45 minutes from Santiago, the sensory experience “The Origin of a Legend” is a unique museographic and immersive proposal in Latin America. Having been inaugurated only six months ago, the project has already been awarded first place in the category Environmental and Spatial Design Exhibitions and Museography at the 10th edition of the Chile Diseño Awards 2025, highlighting its contribution to cultural tourism and its excellence in museographic design. 

The purpose of this innovative experience is to share Chile’s wine culture through a multisensory journey that awakens the five senses. Visitors can explore the origins of the country’s diverse territory, its main wine growing valleys, the stages of vine development, the winemaking process, and the most emblematic characteristics of wine -its colors, aromas, and textures. All of this is presented through a meticulously crafted museographic narrative, cutting-edge audiovisual resources, and works by prominent Chilean artists. 

The tour also includes themed rooms dedicated to the Casillero del Diablo brand, featuring a memorabilia exhibit celebrating 60 years of history of this iconic label. The experience culminates in the century-old underground cellar, where the famous legend comes to life through projections, immersive sound, and sensory effects that transport visitors to the mysterious origin of the story. 

 Behind this ambitious Project -combining art, architecture, design, and technology- are the museography studios Amercanda and Sumo, led by Pablo Cordua and Sebastián Moro respectively, along with a multidisciplinary team of more than 18 specialists and artists. Among them are notable figures such as Martín Hurtado (architecture), Enrique Concha (interior design), Gabriel and Diana Horta, Jean Petitpas, Cecilia Avendaño, and Pilar Salazar, among other renowned names from Chile’s art, design, and museography fields. 

“This sensory experience brings together a diversity of elements that make it truly unique worldwide. It’s a symbiosis of heritage, technology, and materiality that helps explain why Chile produces such exceptional wines,”  says Pablo Cordua of Amercanda. 

Meanwhile, Sebastián Moro of SUMO adds: “With The Origin of a Legend, we wanted to tell the story of wine in an accessible, entertaining, and visually captivating way. It’s a culturally rich project that stands on par with major Latin American museums.” 

In the words of renowned Chilean interior designer Enrique Concha, who has been involved since the early stages of the Centro del Vino’s master project: “The Origin of a Legend is a dynamic proposal created to present the history of Chilean wine from a museological and cultural perspective. It’s a living project that will continue to evolve over time.” 

With this proposal, Concha y Toro reaffirms its leadership in enotourism innovation, offering a journey that blends art, science, heritage, and history in an exceptional natural setting. It is an invitation to discover the soul of Chilean wine from its roots and to experience the legend of Casillero del Diablo like never before. 

Reservations are available at enoturismo.conchaytoro.com.