The Project
The Great Fermentation™ is a groundbreaking, world-class education-based themed attraction specifically developed for adult guests.
The Great Fermentation™ ...an attraction that defines a new paradigm for experiential exhibitions, shattering the barriers of immersive entertainment.
Through a series of hands-on and minds-on immersive experiences, guests adventure into the stories behind one of the world’s oldest libations. Each immersive experience has been designed to uncover the personal preferences of guests and will arm them with tips to navigate their future wine explorations.
The goal is to prepare guests to engage with the complex world of wine and not be intimidated by mountains of information, stigmas, and other unnecessary barriers. In the end, you discover the wines you actually love, regardless of what others may think they know about your tastes, or what others think you should love.
A NEW hands-on experience dedicated to de-mystifying wine.
The Prototype
The Great Fermentation™ was prototyped on Michigan Ave. in Chicago, where over one month’s time more than 14,000 guests participated in the interactive wine experience, for the first time. Working with, and learning from, the guests, the creators of The Great Fermentation™ were able to determine what lovers of wine and those new to wine would most want out of an experiential, educational, and entertaining wine attraction.
Prototype Highlights:
Travel to Castellani's Vineyards in Italian countryside of Tuscany in the Pentasensory™ experience, a shared 360˚ VR experience, a virtual vineyard tour and tasting
Explore your wine preferences through engaging interactive and play
Pairings and wine tasting
Exploration of personal preference through sensory experience
Playful discovery and encouragement
Incredible responses from guests: ‘a place to explore wine how we want to explore wine’; ‘this is amazing take it further!’; ‘I have to bring my girlfriends back’; ‘When are you opening the permanent one? Make sure it is near here!’
"I'm not an elitist. Just an ordinary snob with impeccable taste."
-Snooty Merlot
Pentasensory
The Pentasensory™ Experience brings to life the places where wine is made, introduces the people who make it, demystifies the process of wine production, and delivers an unparalleled experience as guests engage in truly unique pairings of wine with dining, cooking, painting, socializing, fundraising, and other planned events. This paradigm-breaking, 360°, full-sensory encounter includes a video hemisphere that displays authentic and dramatic vineyard and winery scenes from the perspective of a visitor.
Wine from the vineyard that is being showcased in the video will be served in a tasting prepared and poured by professionals. These experts converse with guests about the wine and the vineyard, while standing around authentic wine barrels that are used as tables. They discuss the personal stories of the vineyard and those who live and work there, the stories of the town and surrounding communities, and some of the more practical aspects of wine tasting. They help to bring the world where the wine was made to those enjoying it here and now.
The Great Fermentation Supporting Vineyards and Wineries
360º Virtual Tour Frame
Vineyards to Home is developed as a tool to attract new subscriptions to vineyard membership programs and direct to consumer business, Vineyards to Home connects vineyards and/or wineries to customers in a much-needed new digital format that may become a new norm.
Vineyards to Home tours support the change that has quickly come to the industry. The tours enhance existing programs such as live Zoom wine tastings, videos of vineyard stories, and social media the wine community is already embracing.
GMC+A is donating Vineyards to Home virtual tours to a select number of vineyards to help support the community. If there is an overwhelming demand, we will search for ways to cover the cost to produce tours for as many vineyards and/or wineries across the country as possible.
If you are a winery producing less than 5,000 cases per year, please sign up and we will contact you directly. In addition, please send us the story of the vineyard and/or winery and what has changed during the COVID-19 pandemic.
A Vineyard to Home virtual tours may include:
360º views of your vineyards, processing, aging, and tasting facilities for on-screen mobile, desktop, and headset viewing
2D videos of your vintners, winegrowers, and owners
2D detail images
Integration of existing video or image content
Integration of content as developed at your vineyard