Antinori nel Chianti Classico, Florence, by Archea Associati
If You Build It, Will They Come?
A few years ago, during a family holiday in Italy, we embarked on a mini road trip through Modena, Bologna, and Florence. Our journey began at Pisa Airport, where we picked up a rental car and headed towards the Emilia-Romagna region. Our route took us to Modena, the birthplace of Enzo Ferrari, the legendary luxury sports car brand, and home to the headquarters of other prestigious marques, including Pagani and Maserati.
While I admire sports cars, I wouldn't call myself an enthusiast. My appreciation lies in the craftsmanship — the fine-tuned aerodynamics, the elegant curvature, and the exquisite finishes — rather than in the fantasy of ownership.
Modena itself is a stunning northern Italian city, rich in history and culture. Surprisingly, it wasn’t overrun with tourists. While key attractions like the Ferrari Museum drew international visitors, the city retained an air of quiet charm, allowing me to experience a more authentic slice of Italian life during our stay.
After spending a few days exploring Modena and Bologna, we made our way towards Florence. Having visited before, I’ve always appreciated the city's scale, atmosphere, and cultural vibrancy — not to mention its incredible food scene.
Even before planning this road trip, I had come across photographs of Antinori nel Chianti Classico in various architectural publications. At the time, I had admired its remarkable structure without much thought of visiting, assuming the logistics of getting there would be too complicated. However, as we planned our route, a detour to the winery seemed increasingly feasible. Although it wasn’t exactly on the way to Florence, the opportunity to see it in person was too good to miss.
Driving through the rolling Italian countryside on the outskirts of Florence was a pleasure in itself. Signposts along the way made it clear that this winery was a well-known destination.
Upon arrival, we found ourselves at the base of a hill, with the winery perched at the top. A dedicated off-site car park was in place, and visitors were transported via a shuttle bus. As we wound our way up, the experience became more dramatic — we entered a tunnel-like structure, emerging in a carved-out basement level, where we were met by the most striking steel spiral staircase I had ever seen.
Clearly, this staircase was designed as more than just a functional element; it was performative, creating a sense of arrival and anticipation. As we stepped off the bus and looked up through the spiralling steel towards the sky, it was impossible not to feel a sense of drama and intrigue.
I am by no means a seasoned wine tourist, travelling across France and Italy to visit vineyards. However, Antinori nel Chianti Classico attracted a diverse international crowd, from Americans and Chinese to Japanese and South Americans, many of whom were busy purchasing crates of fine Italian wine to ship home.
For me, the visit was less about the wine and more about photographing the stunning architecture and soaking in the surroundings. But, as with many wineries, Antinori offered a first-class dining experience, making it an ideal spot to pause for lunch and take in the breathtaking Tuscan landscape.
Under the intense Tuscan sun, the building’s design became even more apparent. The long, sweeping overhangs provided much-needed shade, helping to regulate the internal temperature. Built into the hillside, the structure seamlessly blended with the natural topography while also benefiting from the earth’s natural cooling properties — ideal for wine storage and ageing.
Of course, the owners of this winery didn’t have to create such an impressive building, complete with its dramatic spiral staircase. But judging by the number of visitors, the architecture has become an integral part of the brand’s identity. It sets the winery apart from the surrounding vineyards, making it a destination in its own right.
Would I have considered visiting if not for the building’s striking design? Probably not. The question remains: If you build it, will they come? The answer depends on what’s on offer. A beautifully designed building alone may not be enough to draw visitors to the outskirts of Florence. However, when combined with quality wine, a stunning landscape, and excellent on-site facilities, the destination becomes irresistible.
Have you ever taken a detour on your travels that turned out to be a highlight? I’d love to hear your stories!
Ming thank you, what an incredible place. You must have been so glad to take that detour!