Final MBA Thesis Project on La Cité du Vin

1. JUNE 29, 2020
La Cité du Vin
Presented by - Roshni Saraf

2. Presentation Summary
TOPICS TO COVER
INTRODUCTION
INTENDED EXPERIENCE
RELAIZED EXPERIENCE
DEGREE OF PROXIMITY
SUGGESTION & CONCLUSION

3. What is La Cité du Vin?
La Cité du Vin is a unique cultural place in the
world that gives wine a different view, across the
world, across the ages, in all cultures and all
civilisations, at the heart of emblematic
architecture.
Located in Bordeaux,La Cité du Vin approaches
wine as a cultural, universal and living heritage,
through an immersive and sensory approach.

4. What is the main goal?
To value and transmit to the greatest number the
cultural, universal and living heritage that is
wine.
To transmit knowledge interactively to visitors
from all around the world.
To see: emblematic architecture.
To visit: the permanent route, the Belvedere and
the temporary exhibitions.
To live: events, workshops, restaurants & shops.

5. What are the objectives?
To be seen: emblematic architecture.
To be visited: the permanent route, the
Belvedere and the temporary exhibitions.
To be experienced: events, workshops,
restaurants & shops.

6. TO BE SEEN:
ICONIC
ARCHITECTURE

7. https://www.laciteduvin.com/en/explore-la-cite-du-vin/architecture
ARCHITECTURE
BY
XTU
( Anouk Legendre and Nicolas
Desmazières)

8. TO BE VISITED: THE
PERMANENT EXHIBITION,
BELVEDERE AND TEMPORARY
EXHIBITIONS

9. Embarking on a sensory adventure to discover the cultures and
civilisations of wine.
A visit to the Permanent exhibition also includes the visit companion,
a free, innovative tool available in eight languages (French, English,
Spanish, German, Italian, Chinese, Japanese, Dutch).
The access to La Cité du Vin’s Belvedere, where you will discover a
360° view of Bordeaux whilst tasting a glass of world wine.
PAERMANENT TOUR
WHAT IS PERMANENT TOUR ALL ABOUT?

10. World Wine Tour
Worlds of Wine
The terroir table
E-vine
The metamorphoses of
wine
Wine portraits
Wine over water
All aboard
The gallery of
civilisations
The trend wall
The buffet of the five
senses,
The art of tasting
The banquet of legends
Bacchus and Venus
Divine wine
Drinking and the dark
side The art of living
Meet the experts
Bordeaux: the city and
its wines,
The epic tale of
Bordeaux.
THEMED AREAS MAKING UP THE
PERMANENT TOUR

11. TO BE EXPERIENCED: EVENTS,
WORKSHOPS, RESTAURANTS &
BOUTIQUES

13. Experience Design Framework
for the Cultural Context
Intended Experience
&
Realised experience
The intended visitor experience for the
permanent tour at La La Cité du Vin.
The realised experience on the permanent tour at
La Cité du Vin

14. S O C I A L
E N V I R O N M E N T
Manage Employees
Manage Multiple Visitors
P H Y S I C A L
E N V I R O N M E N T
Atmosphere
Architecture
J O U R N E Y
Enable Personalization
Provide Variety
Balance cognitive and emotional
engagement
T O U C H P O I N T
Participative Area
Immersive area
Peripheral design
Characteristic
Core design
Characteristic

15. Exploring the Gaps Between
Intended and Realised Experience

16. Design
Characteristics
INTENDED
EXPERIENCE:
Design choices
made by provider.
REALISED
EXPERIENCE:
Characteristics
perceived by
customers
TOUCH POINT
Participative
Immersive
JOURNEY
Personalisation
Variety
Emotional Engagement
SOCIAL ENVIRONMENT
Interactions customers /staff members
Interactions among customers
PHYSICAL ENVIRONMENT
Architecture
Atmosphere

17. Conclusion/Suggestion
INTRODUCTION ON USAGE OF DEVICES
SIMPLIFIED CONTENT
ASISSTANCE TO ELDERS
LITTLE HUMAN TOUCH
MORE SECTIONS

18. “No nation is drunken where wine is
cheap; and none sober, where the
dearness of wine substitutes ardent
spirits as the common beverage.”
LET THIS INSPIRE US:
Thomas Jefferson