With unique labels designed by Marina Abramović
Paris – For the second year, Bonhams, in partnership with Ornellaia, one of Italy's most esteemed and influential wine estates, will host an auction in Paris featuring 14 lots including large-format bottles of Vendemmia d'Artista 2023 La Vitalità (Vitality) adorned with labels designed by acclaimed Serbian conceptual and performance artist Marina Abramović, running from 11 to 23 June 2026. Ornellaia has committed its sale proceeds from the June 2026 Vendemmia d'Artista auction to the Solomon R. Guggenheim Foundation to support the much-awaited exhibition, Guggenheim Pop, bringing together a selection of uncanny and provocatory works in the Guggenheim collection. Guggenheim Pop will showcase recent acquisitions by leading artists like Andy Warhol, Maurizio Cattelan, Richard Hamilton, Toy Lichtenstein and Coosje Van Bruggen.
Since the release of its 2006 vintage, Ornellaia has upheld the tradition of selecting a contemporary artist for its Vendemmia d'Artista project to create a work of art for the estate and a series of limited-edition labels, inspired by a word chosen by the estate's winemaker to describe the new vintage. Each vintage of Ornellaia has its own distinctive characteristics which we summarize in one word: the character of the vintage.
With the labels designed by Marina Abramović to celebrate Ornellaia 2023 La Vitalità, the artist remained faithful to her practice intrinsically linked with the limits of the human body. The word chosen for the 2023 harvest, La Vitalità responds to a very specific reading of what occurred in Ornellaia's vineyards that year. For Abramović, vitality is anything but an abstract notion. While the body has always been at the centre of her research, as both the subject and object of her work, for Ornellaia, the artist chose to portray herself in a continuous process of transformation, constantly redefining the boundary between art and life. In these labels, Marina Abramović explores the theme of self, understood as an act of awareness and determination in capturing one's own image. The artwork dedicated to Vendemmia d'Artista reflects on the ability to regenerate oneself through art and to regain strength and vitality. Each of the 14 lots will be offered at auction along with a unique experience, either at the Ornellaia vineyards or at one of the three Guggenheim museums.
Marina Abramović commented: "When I began this project, I started from the drawing, from the raw material: the grape. I surrounded my face with the clusters and, suddenly, the vivid green of the leaves and the deep black of the berries began to vibrate. A vital force, energy-petals blooming from the mind."
Mariët Westermann, Director and CEO of the Solomon R. Guggenheim Museum and Foundation declared: "Since 2019, Ornellaia's generous and impactful support has been instrumental in sustaining and presenting many programs and works of art at the Guggenheim New York. This year, we are especially grateful that Ornellaia's support will enable the conservation of works featured in Guggenheim Pop: 1960 to Now, which examines the Guggenheim's own history with the movement and Pop's influence on contemporary artists in our collection. This vital treatment will ensure that these works may be enjoyed by local and global visitors not only this summer, but for years to come."
"Following the success of the first auction at Bonhams last year, we are proud to continue our partnership with Vendemmia d'Artista— a landmark auction where the worlds of fine wine, contemporary art, and philanthropy converge. This extraordinary collaboration with Ornellaia not only offers collectors access to one-of-a-kind bottles, but also supports the Guggenheim Museum in New York, furthering the shared mission of enriching culture globally. It's an honor to bring this vision to the international stage," added Amayès Aouli, Global Head of Wine & Spirits, Bonhams.
The top lot of the sale is a unique Salmanazar (9 litre) of Ornellaia 2023 La Vitalità Vendemmia d'Artista, conceived by Marina Abramović and estimated between €14,000 – 18,000. This bottle, numbered 1 of 1, is signed by the artist, who has interpreted the idea of vitality in a project centered on the theme of self, intended as an act of awareness and determination in capturing her own image. The 9L Salmanazar is a unique piece, conceived as a combination of elements engaging the temporal dimension of life and the senses. At the top of the bottle a red wax cone-shaped candle, inspired by one of her iconic artworks, Energy Hat, can be lit. As the flame slowly burns, it marks the time of rituality and prepares the moment for wine. Beside it, a 45-rpm vinyl record by Nino Rota accompanies the gesture, transforming the space through music. The label provides instructions: "Slowly drink wine with eyes closed and listen to the music." This lot includes an exclusive dining & overnight experience for six guests at the Ornellaia estate.
Abramović's concept for the vintage character is vividly expressed throughout Double Magnums. Abramović took photographs of herself. Each label is unique, like a sequence that shows the various stages of the plant as it manages to sprout with determination. The 10 Imperials (6 litre), with estimates starting at €8,000 and reaching up to €24,000, are offered with private visits of the estate or dinner with 6 guests.
A unique wooden collection case containing twelve bottles of Ornellaia 750ml, including the full vertical of twelve Vendemmia d'Artista 750ml labels produced from 2012 to 2023 will be offered (estimate: €6,000-9,000). For the 750ml label, Abramović created a design based on concentric circles formed by a series of signs of different colors. These represent the energy generated by the union of many individual elements when they form a single whole. This lot also includes a private tour of either The Guggenheim New York, The Peggy Guggenheim, Venice, or the Guggenheim Museum Bilbao - outside public hours for four guests.
"The vintage was shaped by an almost perfect accord between nature and human intervention. A mild winter encouraged an early awakening of the vines; spring rains replenished the soil's water reserves; and the cool nights of September preserved the acidity and aromatic complexity of the clusters. The resulting wine radiates energy whilst simultaneously surprising with its elegance and long, sustained finish, supported by silky tannins with a pronounced Mediterranean character." commented Lamberto Frescobaldi, President of the group.
Facts Only
Bonhams and Ornellaia are hosting an auction in Paris from 11 to 23 June 2026.
The auction features 14 lots of Ornellaia 2023 La Vitalità, with labels designed by Marina Abramović.
Proceeds will support the Solomon R. Guggenheim Foundation’s exhibition *Guggenheim Pop*.
Ornellaia’s Vendemmia d’Artista project commissions contemporary artists to design labels for limited-edition wines.
The 2023 vintage’s theme, *La Vitalità*, was chosen to reflect the year’s harvest conditions.
Abramović’s designs include a 9-liter Salmanazar with a candle and vinyl record, estimated at €14,000–18,000.
Other lots include Double Magnums and Imperials, with experiences at Ornellaia or Guggenheim museums.
A wooden case containing twelve 750ml bottles from 2012–2023 is also available, estimated at €6,000–9,000.
The 2023 vintage was shaped by favorable weather, resulting in a wine with energy and elegance.
Lamberto Frescobaldi, Ornellaia’s president, described the wine’s Mediterranean character and silky tannins.
Marina Abramović’s artwork reflects themes of self-awareness and regeneration.
The Guggenheim’s director, Mariët Westermann, acknowledged Ornellaia’s support for conservation efforts.
Executive Summary
Full Take
**Steelman:** This collaboration between Bonhams, Ornellaia, and the Guggenheim Foundation presents a compelling fusion of luxury, art, and philanthropy. The auction leverages the prestige of Marina Abramović’s work to elevate the wine’s cultural value while directing proceeds toward a tangible public good—the conservation of Pop art. The narrative emphasizes exclusivity (limited-edition bottles, unique experiences) and artistic integrity (Abramović’s thematic exploration of vitality), appealing to collectors who value both aesthetic and altruistic motives.
**Pattern Scan:** The framing leans heavily on *ARC-0024 Ambiguity* in its conflation of commercial luxury with philanthropic virtue. The auction’s marketing blurs the line between elite consumption and charitable impact, using the Guggenheim’s institutional credibility to sanctify high-end purchases. There’s also a subtle *ARC-0043 Motte-and-Bailey* dynamic: the "vitality" theme is presented as both a literal description of the wine’s character and a metaphorical celebration of art’s regenerative power, allowing the narrative to retreat to either interpretation as needed.
**Root Cause:** The paradigm here is the commodification of art and wine as status symbols, where cultural capital is monetized for institutional sustainability. The unstated assumption is that elite patronage is the most effective (or only) way to fund public art conservation—a model that risks entrenching inequality in cultural access.
**Implications:** While the Guggenheim benefits from private funding, the auction reinforces a system where art’s preservation depends on the whims of wealthy collectors. The second-order consequence is the normalization of art as an investment asset rather than a public resource. Who bears the cost? Those who can’t afford to participate in such auctions but still rely on public institutions for cultural enrichment.
**Bridge Questions:**
1. How might this model of philanthropy exclude artists or audiences who don’t align with the tastes of elite patrons?
2. Could the Guggenheim’s reliance on such partnerships create pressure to prioritize marketable exhibitions over riskier, less commercial art?
3. What alternative funding structures could democratize access to art conservation without relying on luxury auctions?
**Counterstrike Scan:** A coordinated influence campaign would exploit the halo effect of Abramović’s reputation and the Guggenheim’s prestige to sell wine as a "cultural investment," framing consumption as activism. The actual content aligns with this playbook but stops short of outright manipulation—it’s a transparent transaction where all parties benefit. The concern isn’t deception but the broader systemic reinforcement of art as a luxury commodity.
*Patterns detected: ARC-0024 Ambiguity, ARC-0043 Motte-and-Bailey*
Sentinel — Human
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