Monteleone21, the new headquarters of Masi in Valpolicella designed by Architect Giovanna Mar, is a place where architecture, nature, and wine culture coexist in perfect balance. Conceived as an underground building, “the cathedral of Amarone” unfolds within the hillside, opening to the sky through a large circular void—an expressive architectural gesture that becomes the focal point of the entire project.
Entering the winery is a journey of discovery. The geometry of the circle—an universal symbol of calm and continuity—guides the gaze and accompanies the visitor along a dynamic path where poetry and technique naturally coexist.
In this context, Plust’s Boom furniture finds its ideal place. Their enveloping shapes, inspired by the circle and pure geometric forms, echo the design themes of Architect Mar and integrate harmoniously with the textured stone flooring. The Boom armchairs chosen in the Nero Perla finish for the interiors introduce a refined tone that blends chromatically with the character of the architecture.
At the Masi winery, Twist seating with modular benches creates a sculptural pause area perfectly integrated into the hypogean architectural path. Through the combination of Twist Chair and Twist Bench, the structure transforms to furnish dynamic spaces where visitors can stop, observe, and fully experience the winery. The fluid geometries of Twist, designed by the brand’s art directors BrogliatoTraverso, dialogue harmoniously with the stone and the circular lines that shape the project.
The architecture of Monteleone21 maintains a profound connection with its territory: the structure is two-thirds underground, clad in local stone and covered with vineyards and vegetation, evoking the marogne—ancient dry-stone walls that have protected the terraced vineyards of Valpolicella for centuries.
On the terraces and outdoor spaces of the winery, Boom armchairs and stools become islands of comfort from which to admire the landscape and enjoy an immersive wine-tourism experience. An expression of timeless design, the Boom family is known for its ability to create welcoming, fluid, and contemporary environments. At Monteleone21, it contributes to a coherent narrative where architecture, the wine landscape, and Plust furnishings build a unique sensory experience.
With thanks to: Masi Wines | Monteleone21
Project by Architect Giovanna Mar | Studio Architetti Mar
Twist design: BrogliatoTraverso
Boom design: Marco Gregori | DID Studio
Photography: OM design
Watch the project video: https://shorturl.at/TpLMF
See more project photos: https://shorturl.at/tW6ad
Discover Boom, design by Marco Gregorii: https://www.plust.it/family/boom-family/
Watch the construction video: http://www.studioarchitettimar.eu/la-nuova-sede-masi-monteleone21/
