Marina Abramović interprets Ornellaia 2023 La Vitalità through a striking series of artist labels and a unique Salmanazar bottle, set to be auctioned by Bonhams for the Solomon R. Guggenheim Foundation.
For the 18th edition of Ornellaia’s celebrated Vendemmia d’Artista project, renowned performance artist Marina Abramović has created an artistic interpretation of the estate’s 2023 vintage, La Vitalità (“Vitality”).
Inspired by the wine’s energy and expressive character, Abramović reimagines herself as Medusa. Rather than portraying the mythological figure as a symbol of danger, she transforms it into an emblem of abundance and renewal. Grapes replace the traditional snakes, reflecting the vitality and creative force that define the vintage.
The artwork appears across a series of limited-edition labels, evolving from a minimalist drawing on the standard bottle to increasingly immersive images on larger formats. The project culminates in a unique Salmanazar (9 litres), conceived as a multisensory artwork featuring a red candle inspired by Abramović’s Energy Hat and a vinyl record with music by Nino Rota, composer of the soundtrack to La Dolce Vita.
“Marina Abramović has captured the transformative energy that defines every stage of the vine’s life cycle,” says Ornellaia President Lamberto Frescobaldi.
A total of 14 lots, including hand-signed Imperial bottles and the unique Salmanazar, will be auctioned online by Bonhams from 11 to 23 June 2026. Proceeds will benefit the Solomon R. Guggenheim Foundation and support the preservation of artworks for the exhibition Guggenheim Pop: 1960 to Now in New York.
