FIRRIATO ART GALLERY - THE FIRST CONTEMPORARY ART GALLERY INSIDE THE FAIR DEBUTS AT VINITALY

For the first time, Vinitaly – one of the most prestigious wine events in the world – hosts a true contemporary art gallery .

This is thanks to Firriato , which with the "Culture and Wine" project has transformed its stand into an exhibition space where the language of wine meets art, literature, and technology. Not just prestigious labels, terroirs, and tastings: during the four-day event, visitors will find an art gallery at the stand, hosting a selection of major works reinterpreting one of the absolute masterpieces of Western culture. Thus was born the Firriato Art Gallery , a project that restores the wine brand to a cultural role reminiscent of that of its ancient patrons: supporting and promoting art as an integral part of social life and the collective imagination.

The choice of artwork is no coincidence. In the month that traditionally celebrates the beginning of Dante's journey in the Divine Comedy , Firriato brings Artificial Hell – Dante's Inferno Seen by Artificial Intelligence to Vinitaly, the world's first AI-powered exhibition dedicated to Dante's poem.

Conceived in 2022 by artist Riccardo Boccuzzi , the project was among the first artistic experiments to use artificial intelligence as a creative interlocutor in the reinterpretation of classical literature. The works reimagine the imagery of Hell through gothic and visionary scenarios, evanescent faces, and surreal landscapes generated by the dialogue between human sensitivity and algorithm, sparking a reflection on the relationship between creativity and technology.

The pioneering nature of Artificial Hell has already brought the exhibition to major international stages, from the MAXXI – National Museum of 21st Century Arts in Rome , where it attracted over 10,000 visitors in just over a month, to the World Artificial Intelligence Festival in Cannes . Now the project is appearing at a major international wine fair for the first time.

Inside the Firriato stand, visitors will be able to enjoy a unique experience: symbolically walking through Dante's Inferno while discovering the wines of the Sicilian winery, on a journey where millennia-old tradition and innovation interact in a surprising way. The presence of artist Riccardo Boccuzzi , who will meet with the public during the fair, will also offer the opportunity to delve deeper into the creative process and the role of artificial intelligence in new forms of artistic production.

With the Firriato Art Gallery , Vinitaly opens up to the language of contemporary art for the first time. This cultural experiment transforms the stand into a place of experience and storytelling, where wine becomes a vehicle for culture and imagination, and where Sicilian winemaking engages in dialogue with one of the most celebrated literary works of all time through one of the most innovative tools of our time.

Firriato Art Gallery. Artificial Hell from MAXXI to Cannes to Vinitaly

Sicily Region - Hall 2 - Corridors H and I - Stand 90

“Artificial Hell – Dante's Inferno as Seen by Artificial Intelligence”