Date£º
2015-09-06 15:37 Source£º
decanter Author:
Jane Anson Translator:
Bordeaux's wine cultural centre and museum, due to open in the spring of 2016, is to rebrand both its name and visual identity over the coming months.
Construction of Cit?des Civilisations du Vin Credit: Cite des civilisations du vin
The decision has been taken to simplify the original name Cite des Civilisations du Vin and to instead call the attraction the more straightforward Cite du Vin.
Bordeaux mayor Alain Juppe announced the decision this week during the Bordeaux Fe le Vin festival in Quebec.
'Consumer tests that showed the previous brand name was too long and too difficult to pronounce,'marketing director Olivier Kollek told decanter.com. 'We are now reworking the entire visual identity, with a new logo and branding that will be revealed in mid-October.'
In December, it was reported that the project was over budget by 14million euros.
Building works are progressing on schedule, with 2,500 reflective aluminium panels currently being placed over the facade of the building's 55-metre high tower ?in an effect designed to mirror the glinting of wine in a glass.
The Cit?du Vin is expected to receive between 350,000 and 500,000 visitors per year once it opens in March 2016.
'We receive 6 million tourists each year to Bordeaux,Juppe said, 'and it is not over-ambitious to imagine that 5% of them will visit the Cite du Vin'.