The Scent of Wild Must. Enhancement of the Monastery of Desclazos Viejos and the ‘Epic’ Landscape of Ronda

The proposed contribution tackles the issue of reconstructing the image of the Ronda region in Andalucía by recovering its historical, cultural and food and wine traditions from a number of different angles-enhancement and protection of the architectural and landscape heritage, design and communication-using an old religious enclave belonging to the Order of the Trinitari (around 1505), which has been transformed into the Desclazos Viejos winery for the production and tasting of wines of excellence. The intensification of winemaking processes and the availability of new tech-niques and materials have recently led to the emergence of wine tourism and the growth of the wine sector. The role played by wine-producing companies in the process of enhancing the territory, through marketing and commercial identity strategies, cannot ignore the communication of image content and the design of brands linked to production processes and landscape relations with the context in which the companies are located. These are interventions in which history and design play an important role, both in terms of sustainable choices and in the processes of brand commu-nication, the definition of multisensory experiences and the enhancement of the productive landscape whose history they help to reconstruct, often rediscover-ing ancient skills and knowledge linked to the material and immaterial culture of places. Interdisciplinary in nature, the essay aims to highlight the links between the historical-artistic and design disciplines in order to promote strategies for the valorisation and use of tangible and intangible cultural heritage, with a view to the development of cultural heritage and tourism.