Centro del Vino Concha y Toro wins Chile Diseño 2025 award

The museographic space “The Origin of a Legend” was recognized in the Environmental and Spatial Design | Exhibitions and Museography category for its innovation and contribution to cultural tourism.

The Centro del Vino Concha y Toro was honored at the 10th edition of the Chile Diseño Awards 2025 for its project “The Origin of a Legend”—a sensory and museographic experience that invites visitors to discover the origins of Chilean wine and the story behind Casillero del Diablo, the country’s most internationally recognized wine.

Located in Pirque, in the Metropolitan Region, this space—housed in a restored adobe warehouse—showcases Concha y Toro’s historical and family legacy through a contemporary and immersive experience aligned with the brand’s values of excellence, tradition, and global vision. The tour blends heritage, art, technology, and design to create an educational and emotional connection between visitors and Chile’s rich winemaking culture.

The project, led by museographers Sebastián Moro and Pablo Cordua, brought together prominent Chilean creators from various disciplines—sculpture, illustration, animation, lighting, and audiovisual production—integrating design and innovation into a cohesive and sensory narrative that highlights the country’s winemaking heritage.

Inspired by the Maipo Valley landscape and local natural materials, the Wine Center incorporates recycled and organic elements that reflect a deep connection to the land. Its design invites visitors to explore a living space where every detail has been crafted to enhance the wine experience and pay tribute to Chile’s cultural heritage.

“This recognition fills us with pride, as the Wine Center is a space through which we aim to celebrate Chile’s national heritage and position the country as a global enotourism destination through a cutting-edge, immersive experience,” said Isabel Guilisasti, Vice President of Fine Wines and Corporate Image at Viña Concha y Toro.

The Chile Diseño Awards, organized by the Chile Diseño Association and the Ministry of Cultures, Arts, and Heritage, annually honor the most outstanding projects that promote innovation, sustainability, and social impact through design.

“This is an award we share with our entire design team: Amercanda, Sumo, Deo, Male Uribe, Maca Murúa, Sebastián Garrido, Lumina, Loica, Smog, and DLLD. And, of course, with Martín Hurtado, Enrique Concha, Isabel Guilisasti, and the entire Viña Concha y Toro team. It has been an honor and a privilege to be invited to develop a project of this world-class level,” said Pablo Cordua, museographer. Designer Sebastián Moro also celebrated the recognition, noting that “this award reflects years of dedicated work to reach the standard that now defines The Origin of a Legend experience, establishing it as a cultural and museographic benchmark of international stature.”

With this award, Viña Concha y Toro reinforces its commitment to excellence, innovation, and the promotion of Chile’s cultural heritage—consolidating the Wine Center as a world-class enotourism destination.