Malbec: The Argentine name.
Scanning the QR codes on Mendoza’s pavement, bottles appear bearing names that need no surname.
All of a sudden Mendoza swapped tiles, floors and cobblestones for a strange pavement: QR codes. When scanned, each code projected a wine bottle built with Augmented Reality. On their labels you could read, at random, different names associated with Argentine culture: Charly, Mercedes, Diego, Jorge Luis, Alfonsina and, of course, Malbec. Names that unmistakably, and with no need for a surname, point to our identity.
A new execution that, as we do every year, we conceived to showcase Malbec and, why not, to thank it for its decisive role in the culture, identity and economy of Argentines. This time we leaned on technology and its inexhaustible means of innovation: an AR+ execution from a simple QR code, with no extra apps and no bureaucratic, boring experiences.
This development was made possible by the strengthening of The Garage, our digital division whose mission is to create tools that improve the user experience as well as the possibilities for creative growth and its impact on other industries.
On this occasion we also had the support of Denise Vilouta, the Industrial Designer in charge of the 3D models of the bottles, as an approach we practice as a goal: to strengthen local creativity with a global vision, through collaboration with artists.
Because of our origin and where we live, we hold a special affection and an eternal gratitude for Malbec: it is at the center of one of our main industries, the vehicle for our expansion and specialization and the daily inspiration for new creative challenges.
