The opportunities that arise from architectural projects for companies in the wine industry are unique. But the impressive modern buildings also obscure the risks associated with this development. Those who unerringly seize the opportunity can successfully distinguish themselves in the competitive environment with architecture. In many cases, however, it is to be feared that modern building styles cause a great stir as a communication flash in the pan, then lose their impact and finally become ballast.
There are three reasons for the discernible risks. First, architecture stands for decades. Unlike other communication media, stylistic change is impossible over many years. However, fashionable styles quickly lose their appeal and a look at many architectural projects of the 1980s and 90s show how quickly this can happen.