Exhibition space setup and art direction

Ca’ del Bosco commissioned Propaganda3 to create an exhibition project inside its winery in Erbusco (BS), with the aim of crafting a full sensory experience. Through a photographic installation by Toni Thorimbert, curated by Art Director Diego Filippini, the space became a visual narrative where geometry, stories, and emotions converse among suspended fabrics and refined materials. The result? A corner of Franciacorta where art takes shape and breathes. Read on to discover how we brought this project to life together with Ca’ del Bosco.

Geometry, stories, emotions: a multi-sensory experience comes to life inside this Ca’ del Bosco space, creating an immersive narrative imbued with the art, soul, and character of Franciacorta.

At the heart of the Erbusco (BS) estate, where Ca’ del Bosco has told its vision of wine as visual culture for over 50 years, the exhibition corner could not be just a place to display products. It needed a space capable of dialogue, of stirring emotion, of turning a passing moment into an experience to be lived.

We’ve collaborated with Ca’ del Bosco for over 10 years, guiding the brand’s evolution through projects that blend communication, design, and art. This time, the challenge was intimate and precious: to rethink an exhibition space through a photographic language that could converse with the spirit of the place.

The rigorous geometry of the panels, carved by crisp recesses, converses with the fluidity of silk. Ca’ del Bosco objects—not only bottles but also scarves, glasses, bags, books, and ice buckets—are freed from flatness: a minimal aluminum-wire framework elevates them, orchestrating a vibrant interplay of volumes and hues that captures the eye and defines the space.

The installation plays on refined contrasts: panels with clean lines meet the softness of textiles, creating a balance where every element finds its place without overlapping, yet completing one another. Ca’ del Bosco objects aren’t simply hung; they’re presented as three-dimensional pieces, suspended on minimal structures that enhance their textures and colors.

The space becomes a gallery where visual storytelling is entrusted to the authorial photographs of Toni Thorimbert, blending seamlessly with Ca’ del Bosco–signed objects.

For this project, the photographer chose to go back to basics, reviving a 1970s technique used by his mentor: polystyrene boxes a couple of meters high, frost unrolled in front, and orange Ianiro lamps inside. An enveloping, simple, honest light that lends the images an intimate, warm atmosphere.

“I used this light because it was obviously suitable,” says Thorimbert, “but that gesture took me far back in time, to Fabio’s studio, to that simple, very sincere photography he used to make—and that I still love deeply.”

The photographs—nudes that converse with elegance and respect—are not mere wall décor. They are architectural elements that redefine spatial perception, creating depth and suggestion that lead visitors on a complete sensory journey

Diego Filippini, our CEO and the project’s Art Director, orchestrated every detail with the sensitivity of someone who knows Ca’ del Bosco’s history and values intimately. The intervention goes beyond aesthetics: every design choice serves the narrative, transforming the corner into a space where art, product, and place merge.

At the same time, Thorimbert’s photographs become windows onto a world where the human body dialogues with geometry, where natural light meets artificial light, where time slows. Within this context, Ca’ del Bosco objects find a frame that amplifies their value, telling stories of craftsmanship, excellence, and terroir.

The result is an experience that engages every sense: sight through images and colors, the imagined touch of silks and fabrics, even smell, evoked by the atmosphere of the place.

This project marks a new chapter in our collaboration with Ca’ del Bosco: a synergy built on trust, shared aesthetic values, and the ability to turn every intervention into a storytelling opportunity.

A new chapter in a story that keeps evolving, where each project adds depth to the brand narrative. A space that doesn’t just display, but invites you to linger, observe, and feel.