Australian Wine Story

As part of an exciting new collaboration with the National Wine Centre of Australia (NWC), we are developing Australian Wine Story — a bold, contemporary exhibition that will celebrate the people, places, and creativity that define Australia’s national wine culture.

This initiative is part of a major transformation of the NWC’s existing exhibition space. Our goal is to create an immersive, interactive visitor experience that is educational, memorable, and emotionally resonant — using digital storytelling, engaging visuals, and multisensory design to bring the Australian wine story to life. The exhibition will offer a 30- to 60-minute self-guided journey, highlighting the heritage, regions, varietals, and innovation that shape our industry.

More than just a tourist attraction, the project aims to boost visitation and visitor spend at the Centre — and to inspire deeper exploration of Australia’s wine regions, especially here in South Australia. We want to ensure the exhibition reflects the true spirit of Australian wine — not just the facts, but also the emotion, pride, and personality that make it unique.

Before we begin design, we’re seeking input from regional wine industry bodies to help us define the story. Your insights will directly inform the themes, stories, and tone of the final experience.

Industry Insights Survey

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Name(Required)

The Exhibition Vision

Is it about history, innovation, connection to land, people, or something else?
For example – pride, curiosity, inspiration, joy, connection, surprise.
When people think about Australian wine, which of these broad themes do you feel should come through most strongly...
A person, event, philosophy, or turning point that defines Australian wine.
Through tourism, education, pride, collaboration, export story, or something else?

Exhibition Design and Content

Name of the exhibition (if known) and where you saw it (location/country). What made it memorable or impactful to you?
Feel free to think big or share smaller details!
Does your organisation hold any materials that could be included in the exhibition, that you would be prepared to share?
As we prepare to bring the Australian Wine Story exhibition to life, we are seeking contributions that can help deepen visitors' understanding and connection to Australia’s vibrant wine culture. If your organisation is interested in contributing, we would love to explore how your resources might play a role in this immersive, engaging experience. Should you have anything in mind, please feel free to share what might be available for consideration. Examples of resources that could enrich the exhibition include:
We’re also exploring opportunities for regions, associations, and producers to be directly involved in the exhibition — through storytelling partnerships and sponsored installations that showcase regional character and innovation.(Required)
If this sounds of interest, please indicate below or leave a short note, and we’ll be in touch with more detail.

Stay in the loop?

Would you like to receive occasional updates about the progress of the Australian Wine Story exhibition?(Required)

About S2 Architects

This project is being led by S2 Architects in collaboration with the National Wine Centre of Australia.

We’re an Adelaide-based architecture and experience design studio that works at the intersection of place, story, and design. Our focus is on creating visitor destinations — wineries, tourism hubs, cultural and interpretive spaces — that feel authentic and memorable.

With deep experience across the food, wine, and tourism sectors, we’re passionate about celebrating the people and places that shape Australia’s culture — and about designing environments that connect visitors to those stories in meaningful ways. We believe great design starts with understanding people and their connection to place, and we bring that philosophy to everything we do — including the spirit of Australian Wine Story.

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