The character of Ornellaia 2020, the 15th edition of Vendemmia d’Artista, was “La Proporzione” (Proportion), which evokes the perfect balance between parts and the whole. 
Joseph Kosuth was the artist chosen to interpret “La Proporzione”.

The American artist Joseph Kosuth is a leading figure and theorist of Conceptual Art. Questioning the definitions and conventional methods of art, Kosuth focused his research on language, striving to reveal the complexity of cultural codes in visual terms. Starting from the idea that a work of art is a tautology as a representation of the artist’s wishes, he questions the very nature of art, preferring the ideational dimension of the work as opposed to the formal and productive aspects.  Kosuth essentially worked on linguistic devices, such as quotations, translations, repetitions, contradictions and negations. 

In interpreting the character of Ornellaia 2020 “La Proporzione” (Proportion), the artist focused his attention on the word “vino” in different Indo-European languages, realizing a comparative tree of its diverse modalities.
The history of the word is taken through the parallel transformations of linguistic communities and refers to a unity in a seeming multitude expressed through a morphology. This reframing is then juxtaposed with a quote by Vitruvius’ masterpiece De Architectura, thus closing off the grammatical circle of the concept of proportion.
These concepts are expressed in a project that evolves from the design conceived for the 750 ml label to the works created for the 3L, 6L and 9L large formats.