Conegliano Valdobbiadene Road. An innovative story

To promote landscape, culture and the excellence of the area

Villa Brandolini, Solighetto (Treviso)

Opening Saturday 19 September 2026, 7 p.m.

On the occasion of the 60th anniversary of the road’s inauguration.

The Wine Road (later the Prosecco Road and now the Conegliano Valdobbiadene Road) was the first in Italy to help transform, as early as the 1960s, the way of looking at the landscape, now a World Heritage Site. This advanced and far-sighted outlook generated policies, shared cooperation and effective long-term planning, which contributed to creating widespread prosperity, civil progress and the success of these places. Even then, it managed to combine territory, culture, entrepreneurship and productive excellence, beginning to gain recognition on the national and international stage.
The exhibition tells this extraordinary, innovative and pioneering story.

The exhibition, curated by PierAntonio Val, will be held at Villa Brandolini in Solighetto from 19 September to 22 November. It displays a wealth of material bearing witness to the precious and tenacious effort undertaken by a number of enlightened figures and institutions who “worked as a team” to promote and increase recognition of the value of the area as early as the first post-war years. This commitment emerges as closely intertwined with a rich and surprising cultural context.

The original material comes from various archives: the archive of the Fondazione Mazzotti of Treviso, the private archive of the Schiratti heirs, and several historic wine shops (“botteghe del vino”) that have lent their material. It is also the result of research conducted by Università Iuav di Venezia and promoted by the IPA Terre Alte della Marca Trevigiana.

Part of the research is published in the book by PierAntonio Val and GianMaria Casadei, “Strada del Prosecco. Un museo diffuso” (Prosecco Road. A widespread museum), Conegliano 2023, Anteferma Edizioni. The research seeks to take a snapshot of the current state of affairs and to put forward some considerations for a new regeneration, so that the road may become the backbone of an open, modern, innovative and widespread museum, capable of integrating the narrative of landscape quality with the promotion of the area’s produce.

Iuav has also been commissioned (again by the IPA Terre Alte della Marca Trevigiana) to produce a video on the extraordinary story of the road. The video will be a further agile and high-quality tool for knowledge and dissemination of the area’s values and for raising awareness among its inhabitants. It will be a further contribution to building broad and widespread communication of the cultural and civic heritage of these places.

The exhibition is arranged in a series of sections that reveal its various innovative aspects and rich particularities. Some of the section titles that accompany visitors and pique their curiosity within the exhibition are: The route: the road as a designer label; Several beginnings and the inauguration; The rich cultural and social landscape; The protagonists (Giuseppe Schiratti “Giocondò Nume”, Italo Cosmo and Giuseppa Mazzotti: “quality of wine and not just gastronomy, but much more…”); Today a UNESCO heritage site, “once just a road”; The road and the wine shops today, an X-ray of the present; The road, a widespread museum.