Abstract
The role of iconic buildings in creating and re-establishing destinations is widely known. However, although buildings can physically make a destination, culture brings it into life. This chapter uses the case of the d’Arenberg Cube in order to explain how the synergies of wine, tourism and art have been exploited in order to develop a destination within a destination by converting an iconic building into a live, social and co-creative experiential space with meaning and cultural significance. The chapter builds on the literature about servicescape design and art-based-initiatives (ABI) in order to provide a theoretical understanding on how the mix of wine, tourism and art can enable wine firms to design meaningful, memorable and transformational wine tourism experiences. Examples from the d’Arenberg Cube are also used to show the applicability and implications of theory to practice. The chapter contributes to the field by investigating the unexplored link between wine, tourism and art.
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Acknowledgements
I would like to cordially thank Chester Osborn for sharing with me valuable and insightful information about the conceptualisation and implementation of his precious dream.
Chester is a charismatically creative and beautiful mind, a free and innovative spirit that is not afraid to think outside and beyond the box, an eye that sees differently and a man that makes a difference.
It was my pleasure meeting, interviewing and learning from you, Chester.
Thank you for your time and all your contributions to the Centre for Tourism & Leisure Management (University of South Australia), your inspirational talk and excellent performance.
Looking forward to your future endeavours. I have already scheduled a publication on ‘The Cube re-visited’.
Marianna Sigala
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Sigala, M., Rentschler, R. (2019). Developing a Destination Within a Destination: The d’Arenberg Cube, the Iconic Monument of Experiences That Synergise Wine, Tourism and Art. In: Sigala, M., Robinson, R.N.S. (eds) Wine Tourism Destination Management and Marketing. Palgrave Macmillan, Cham. https://doi.org/10.1007/978-3-030-00437-8_16
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DOI: https://doi.org/10.1007/978-3-030-00437-8_16
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