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Banfi's augmented reality

An innovative project for the leading producer of Brunello di Montalcino that, thanks to the Banfi Experience app, offers an immersive virtual experience in the entire Banfi world.

Banfi has decided to explore the world of augmented reality, offering an immersive virtual experience of the entire company world. Something unique, putting the entire winery experience within reach of a smartphone, breaking down distances with its customers who will be able to visit the vineyards and winery from the comfort of their own homes. All this is possible thanks to a unique app: the Banfi Experience.

The experiences that the user can enjoy are many and all very immersive: a journey from the vineyards to the winery, the harvesting and sorting of grapes, and much more. This is possible both with the simple use of a smartphone and with specific cardboards, thanks to which the moment will be even more real.

The same experiences will also be available to the many visitors to the estate with an innovative tour, which combines the real experience by enriching it with virtual content. A new way of experiencing Banfi and discovering it in a completely different way. The visitor, by framing the markers arranged in the different areas, on his smartphone will see the scene come to life, and will be able to experience, for example, the magical moments of the grape harvest at any time of the year.

"We are particularly proud of this ambitious project, which will make it possible to experience the world of wine at 360° throughout the year," says Rodolfo Maralli, Sales & Marketing Director of Banfi. "Banfi had the courage to dare and explore a new territory: a winning choice that will certainly have interesting developments in the future."

With Banfi Experience, the Ilcinese company had already experimented with augmented reality to bring to life the labels of La Pettegola Limited Edition 2020 (designed by Riccardo Guasco) and 2021 (designed by Elena Salmistraro). By framing the bottle label with the app, the illustration comes alive on the user's screen, creating an interactive and fascinating experience.

Finally, to make the Banfi Experience even more complete and multi-sensory, the app allows direct access to the playlist Spotify "Play the Banfi Experience' and get into the Banfi mood.

Banfi Experience is available both for Android on the Play Store and for iOS on the Apple Store.

The innovative project was entrusted to Publifarm, a communications agency specialising in digital and augmented reality projects, with which the company has been working for years.