Marina Abramović has collaborated with the Italian winemaker Ornellaia to design labels for its 2023 vintage as part of the annual Vendemmia d’Artista project. The designs range from self-portrait drawings and photographs featuring grapes to a conceptual 9-liter bottle that instructs the drinker to listen to Nino Rota’s theme from La Dolce Vita while consuming the wine. A selection of these limited-edition bottles will be auctioned at Bonhams in June to raise funds for the Guggenheim Museum.
This partnership highlights the ongoing trend of luxury brands leveraging blue-chip artists to enhance the collectibility and cultural prestige of their products. By linking the release to a high-profile auction and the Guggenheim’s upcoming pop art exhibition, Ornellaia positions its viticulture within the global contemporary art market. The project also coincides with Abramović’s major presence at the Venice Biennale, further cementing her status as a commercial and institutional powerhouse.