Tuscan winery Marchesi Frescobaldi has partnered with AQuest, a WPP group company and part of the Ogilvy network, to develop an immersive virtual reality experience unique to the wine industry.

The virtual environment that can be used with the latest generation of Meta technologies that is currently able to 'tele-transport' the user among the breathtaking beauties of the Frescobaldi estates, creating an engaging and high-impact digital interaction.

Fabio Merlin, CEO of AQuest says: “We are excited about this very inspiring project that was born with Frescobaldi in 2019 and continues to evolve year after year. The VR experience that the user sees today is the result of an exciting journey that we have undertaken together, from the idea to the realization. The virtual universe created in collaboration with Frescobaldi exceeded all expectations and allowed users to have memorable experiences.”

Fabrizio Dosi, Deputy CEO of the Frescobaldi Group , underlines: “Frescobaldi's digital mission so far has been to strengthen the brand's online presence and offer users cutting-edge technologies. We conceived and implemented virtual reality in 2019 just before the lockdown and this allowed trade clients as well as final consumers to visit our estates from different parts of the world. Virtual reality therefore also plays the role of a business tool that helps the sales force in the client experience and storytelling. All of this represents a significant step forward in the digital transformation of the wine sector. This fits perfectly with the company's mission and strategy, combining two very fascinating aspects: Tradition and Innovation”.

"Consumers can now immerse themselves in the Frescobaldi world - adds Van Hong Doan, ECommerce & Digital Manager of the Frescobaldi Group - not only by exploring the diversity and beauty of our territories, but also by discovering the history and characteristics of the wines, which gives the I also project a high educational value. Thanks to Meta's revolutionary technologies, such as the all-in-one VR viewer and free-hand interaction, the experience becomes even more user friendly and intuitive. A digital touchpoint with a high level of engagement that brings us ever closer to our consumers”.

Merlin concludes: “The long collaboration with the Frescobaldi Group is now enriched by a milestone of great innovative value, confirming that digital technologies will be increasingly allies in brand storytelling”.


Marchesi Frescobaldi's mission is to understand and promote unique terroirs, making them an integral part of the spirit of Tuscany. The thousand years of family history constitute a unique and irreplaceable treasure of knowledge and traditions. Frescobaldi embodies the very essence of Tuscany, its extraordinary aptitude for viticulture and the fascinating variety of its growing areas.

The nine Marchesi Frescobaldi estates are: Castello Pomino (Pomino), Castello Nipozzano (Nipozzano), Tenuta Perano (Gaiole in Chianti), Tenuta Castiglioni (Montespertoli), Tenuta CastelGiocondo (Montalcino), Tenuta Ammiraglia (Magliano in Toscana), Remole (Sieci ), Tenuta Calimaia (Cervognano) and Gorgona . Located in areas of Tuscany particularly suited to the production of fine wines (DOC, DOCG and IGT), the estates differ in terrain, environment and history. To these must be added the Bolgheri estates Ornellaia and Masseto , Tenuta Luce in Montalcino and Attems in the Collio.