The formal concept of the building is born from a careful review of the surroundings. The lines marked on the territory through the vineyards climb the facade of the building, merging it with the landscape. The old motherhouse regains its former importance and becomes the Wine Hotel - a new equipment which enriches and approaches wine production and tourism. The Wine Culture Centre opens itself to the public and community, inviting curious and wine lovers to understand the processes behind wine production. Inside, the large Atrium, as an interior square, distributes in a fluid way, to all public facilities without compromising the regular production activity of the winery. The new storehouses, strategically oriented north to assure the best conservation, thermal and moisture conditions, are always connected with the exhibition rooms through glazed openings covered by wooden sliding doors, where visitors can admire all the most important steps of Amarone’s production. The challenge was to present an open and transparent architecture, where the public spaces merge with the production and administrative facilities, without compromising the proper functionality of both. The new Wine Culture Centre can offer to visitors an intuitive perspective of Cantina Valpolicella Negrar activity, just by entering the atrium and wandering through the adjacent public spaces, or a full Wine Tourism experience, where wine lovers can participate in all stages of production, from the harvests to the glass of wine, enjoying the comfort of having an holiday inside the winery.