Stop. Drink. Play. The unique experience for a wine tasting

Abstract

Tasting rooms have become a key strategy for wineries to attract and retain customers. Due to the rapid growth of the New Zealand wine industry, it has become a highly competitive environment and the quality of the visitor experience is becoming increasingly important. The ritual of a tasting (see, swirl, smell, slurp, and spit) is an important part of the visitor’s experience in tasting rooms to enhance the product’s qualities. The act can become quite a repetitive, mechanical and intimidating interaction between the guest and host. To some extent, the performance could take the pleasure or enjoyment out of what should be a social, fun experience.

This thesis looks at an existing winery located on Waiheke Island. With eighteen other wineries located on the island and its close proximity to Auckland, the site has potential to draw a large number of visitors. The site’s current tasting room is a fast addition to the implement shed on site. The current interior is a confined space that creates an uncomfortable interaction between the host and the guest and has no visual connection to its beautiful, surrounding landscape.

For the site to attract and retain customers, the tasting room’s design needs to achieve the aim outlined in the title; STOP. DRINK. PLAY. “Stop” meaning the design challenges what a tasting room is, creating a unique, memorable experience for the consumer. “Drink” is about enhancing the quality of the wine, forming a better understanding and appreciation of the product by enhancing the ritual of a wine tasting through the designed interior. “Play” embodies a relaxed, enjoyable environment to engage a wide range of visitors.

This thesis proposes an interior architectural design of three tasting spaces located in the external environment of the vineyard. Located between the grapevines, the rows become the architecture in which the interior design is placed. Each design both captures a step in the tasting ritual in order to isolate and sharpen the senses. Placed along a journey the design invites guests to interact with the landscape and the product like they have not before, creating a unique experience that is memorable and transcends beyond their visit.