Renowned architects such as Matteo Thun have designed the cellars and sensitively integrated the buildings into the surrounding landscape. In interviews, each of these famous architects explains the ideas behind their concepts. Discover the brand-new buildings, extensions, modifications to heritage-protected buildings and interiors for which design played a critical role. Dirk Meyhöfer lets the new generation of winegrowers speak for themselves. He also includes an article on the history of wine making by Peter Hubschmid. The spectacular photographs by Klaus Frahms, used to complement the presentation of the vineyards in this superb coffee-table book, will also make the hearts of designers beat a little faster.
In a conversation with Dr. Petra Kiedaisch of av edition we have discussed her work at the publishers and asked her what is special about “The Architecture of Wine” and who the target audience is.
Red Dot 21 (1): Thank you for sending us your CV. As you studied business administration and the promotion of literature, can we assume that you planned to work in publishing from the outset?
Frau Dr. Petra Kiedaisch: Yes, indeed. I always dreamt of being a reader at a publishing house. The combination of business administration and the promotion of literature is due to a tip given to me during an internship at a publishing house by an experienced colleague. He was of the opinion that, if one “makes” books, one should have some understanding of the costing and not just the content.
Red Dot 21 (2): So that became the focus of your studies?
Frau Dr. Petra Kiedaisch: Yes, and I specifically looked for a course that would give me that – in other words a university which offered that combination. That’s why I ended up in Bamberg, Germany.
Red Dot 21 (3): When you look back on your career, what were the greatest challenges?
Frau Dr. Petra Kiedaisch: The greatest challenge is and will continue to be running a business and keeping it on track profitably. You can learn to be a reader, but the rest requires many different factors, which you can’t plan for all the time. You need a dose of luck and people who trust you to be the right partner.
Red Dot 21 (4): If I understand it correctly, “growing” your business, economically speaking, is one of your greatest achievements?
Frau Dr. Petra Kiedaisch: Correct, being independent and not part of a group, in other words, standing on your own two feet – that is very important.
Red Dot 21 (5): Do you know how many books you have read in your life, both for work and for pleasure? If you had to give us a vague idea of how many, what would you estimate?
Frau Dr. Petra Kiedaisch: Off the top of my head, I’d say definitely around ten thousand.
Red Dot 21 (6): That’s a lot! And what sort of books do you like to read for pleasure, if you actually have time to do so?
Frau Dr. Petra Kiedaisch: Purely for pleasure, when I really have nothing else to do, then thrillers and detective stories. If I am lucky, that can happen over Christmas or on bank holidays!
Red Dot 21 (7): What plans do you have for the future aside from continuing to run the business successfully? Do you have any private plans or projects?
Frau Dr. Petra Kiedaisch: Other activities will continue to give my private life a purpose. I work as a curator or moderator at specialist events, and also look after social and cultural projects in a voluntary capacity. I can’t really separate that from my professional life, but I like it that way. If I have any plans, then I’d like to have more time to travel – that is my greatest passion.
Red Dot 21 (8): I would like to ask you a few questions about the book, “The Architecture of Wine”. Let’s start with: do you enjoy drinking wine?
Frau Dr. Petra Kiedaisch: Yes. My favourite is Grauburgunder, the German cousin of Pinot Grigio.
Red Dot 21 (9): Could you describe the book in three words?
Frau Dr. Petra Kiedaisch: Luscious, aesthetic, inspiring.
Red Dot 21 (10): What is your personal opinion of the book?
Frau Dr. Petra Kiedaisch: It is a tactile and thoroughly splendid book which also tells you where the most beautiful vineyard buildings are. For every vineyard, there is a type of service page with details of the opening times and additional notices, the timing of wine tastings and which grape varieties are grown there. The book is therefore also a sort of “wine travel guide”.
Red Dot 21 (11): As well as wine connoisseurs and wine lovers, the book should also interest people who like travelling. It is aimed at several readership groups – would you agree?
Frau Dr. Petra Kiedaisch: Yes, exactly. It should be interesting for both architects and wine lovers. I can imagine that Red Dot 21 customers would enjoy this book, as there are bound to be a few bon vivants among them who also enjoy travelling. The book spends less time on the grape varieties and winegrowing methods and more on the buildings and houses. These can be visited and it is possible to even stay in some overnight. That’s why the target groups overlap, I think. We’ve already carried out a number of press initiatives with the book and the general reaction from the press was the same in every location. “The Architecture of Wine” is suitable both for architects to read in their leisure time and for wine lovers who only have a peripheral interest in architecture.
Red Dot 21 (12): Has the book made you want to visit the 20 wineries depicted or do you already know some of them?
Frau Dr. Petra Kiedaisch: Yes. For the book launch, ie. when it was published, we did visit a vineyard, the Franz Keller vineyard in Kaiserstuhl in south western Germany. It is one of the best-known German vineyards and is currently regarded as exemplary with regard to the construction of wineries built with a focus on sustainability and modernity. Otherwise, the work was divided up in such a way that the author, Dirk Meyhöfer, visited all the vineyards personally and was the point of contact for the winegrowers and builders. The photographer, Klaus Frahm, was exclusively responsible for the images and visited the vineyards independently of the author. I received all the pictures and, whilst I could choose a few of the photos, personal contact was direct with the author.
Red Dot 21 (13): Thank you very much Dr. Kiedaisch for taking the time to talk to us.
Posted on 23.05.2017