Seppeltsfield Underground | Barossa Valley

PROJECT OVERVIEW

The Head of Tourism at Seppeltsfield Wines approached us with a project to convert a historic underground area that had once been a raspberry cordial factory, into a beautiful and unique seated tasting space. It had to be designed to fit the mood and create a welcoming, educational, luxurious space.

The opportunity involved allowing guided tour access for the first time into the original office of the founder, Joseph Seppelt. The challenge being narrow, historic passages and extensive pathways into a tiny, low ceiling room – that still smells like wine after all this time.

Sepeltsfield is dedicated to a legacy of great craftsmanship – and therefore shaped by humility. This project offers an experience to visit the ancient heart of Seppeltsfield in Joseph’s Room.
The journey is a story of celebration of achievement, but there is no vanity or pride here. The story is a story of legacy, humility, connection and community, gratefulness, and a quest to develop the best.

The project design is shaped by that humble artist character. It involves

A story of things being authentically made, because they are good and beautiful, not to show off.
Telling the story using props, rather than showing off awards
Staff who are humble but passionate – sitting with the group shows humility, but not too low and soft because it is still important. They talk about how things make them feel – mouth watering, love, addicted…
Intricate, delicate and textured details

Historic Barossa Valley label Seppeltsfield will aim to overhaul an under-utilised trophy cellar below its existing spaces to accommodate new seated experiences for patrons.

“We have seen over the years that people are really hungry for full experiences when they come to a cellar door rather than just quick tastings at the bar and this project would enable that,” Head of Tourism & Stakeholder Relations, Seppeltsfield Wines Pty Ltd. Quoted in The Advertiser, 12 Feb 2021.

The project received a grant from the SATC Tourism Industry Development Fund in 2021.