Immersive Wine Experience
Digital & Graphic Design | UI/UX | Multilingual Translation | Experience Design
Client: Cálem Wine Cellars
Location: Vila Nova de Gaia, Portugal
Agency: IMAGINATION London
Client: Cálem Wine Cellars
Location: Vila Nova de Gaia, Portugal
Agency: IMAGINATION London
SITUATION
Cálem is one of Portugal’s most iconic Port wine cellars, welcoming over 235,000 annual visitors from all over the world. With a long-standing heritage, the challenge was to evolve the visitor experience beyond a traditional cellar tour making it multisensory, educational, and engaging for all generations.
As Portugal continued to emerge as a premium destination for wine tourism, Cálem needed to transform into a destination of the future, where culture, wine, and storytelling converge seamlessly through technology and design.
TASK
Our mission was to reimagine the entire digital and physical storytelling experience at Cálem Wine Cellars — creating immersive touchpoints that blend information, emotion, and discovery while reflecting the brand’s rich legacy and premium position.
This involved:
• Redesigning the digital experience zones
• Elevating the UI/UX across multiple touchpoints
• Selecting and translating compelling content
• Building interactive layers to engage diverse global audiences
• Redesigning the digital experience zones
• Elevating the UI/UX across multiple touchpoints
• Selecting and translating compelling content
• Building interactive layers to engage diverse global audiences
ACTION
• UI/UX Design: Designed user flows and interactive content for on-site screens, installations, and digital kiosks, improving visitor navigation and enhancing multilingual accessibility.
• Experience Zones & Product Layers: Helped structure new zones including:
• Interactive Wine Education Area (with vineyard-to-glass stories)
• Sensorial Wine Tasting Experience (pairing taste notes with light, visuals, and music)
• Global Port Map Wall (featuring AR layers to explore Cálem’s international presence)
• Multilingual Experience: Led the translation and localization of all content in Portuguese, English, Spanish, and French — ensuring inclusive storytelling for a global audience.
• UI/UX Design: Designed user flows and interactive content for on-site screens, installations, and digital kiosks, improving visitor navigation and enhancing multilingual accessibility.
• Experience Zones & Product Layers: Helped structure new zones including:
• Interactive Wine Education Area (with vineyard-to-glass stories)
• Sensorial Wine Tasting Experience (pairing taste notes with light, visuals, and music)
• Global Port Map Wall (featuring AR layers to explore Cálem’s international presence)
• Multilingual Experience: Led the translation and localization of all content in Portuguese, English, Spanish, and French — ensuring inclusive storytelling for a global audience.
RESULT
• Delivered a rich, intuitive, and emotionally engaging experience that brought wine culture to life in new, dynamic ways
• Visitors now enjoy a blended journey of heritage and innovation, transforming Cálem into a landmark of digital wine tourism in Portugal
• Multilingual content expanded accessibility and enhanced global audience engagement
• Strengthened Cálem’s brand identity as a future-forward yet authentic Port wine experience
• Delivered a rich, intuitive, and emotionally engaging experience that brought wine culture to life in new, dynamic ways
• Visitors now enjoy a blended journey of heritage and innovation, transforming Cálem into a landmark of digital wine tourism in Portugal
• Multilingual content expanded accessibility and enhanced global audience engagement
• Strengthened Cálem’s brand identity as a future-forward yet authentic Port wine experience
WHY IT MATTERED
This project proved how tradition and technology can coexist harmoniously elevating the Port wine story into an emotional, immersive brand experience. By using content, UI design, and interactivity as storytelling tools, we helped Cálem set a new benchmark for cultural destinations blending physical presence and digital narrative.
#WineExperience #UIUXDesign #PortWine #DigitalTransformation #CulturalInnovation #ExperienceDesign #Storytelling #InteractiveSpaces #WineTourism #PortugalDesign
