Articolo disponibile anche in: Italian

“Ugh, I can’t believe we’re still talking about the Giro d’Italia! I get it that it is an exceptional event, that honors and benefits Chianti, but I can’t take it anymore! On Sunday the 15th we’ll enjoy the tour, the show and the whole scene, with enthusiasm and joy, and then that’s it!” one might say.

But no, that’s not enough. Of all the genius initiatives that have bloomed between Radda and Greve for the occasion, this one is probably the most beautiful, and I want to tell you all about it.

We all know the gigantic “HOLLYWOOD” sign that stands on the south side of Mount Lee overlooking Los Angeles. See it and the whole world knows that movies are made there.

And now we have a gigantic sign that stands in the vineyards of the Fontodi hill, visible from nearly everywhere. It says “PANZANO” in pink block capitals. Everyone will see it and know that wine is made there. Chianti Classico, obviously.

The idea was born to honor the cycling tour, springing from the minds of winemakers Giovanni and Marco Manetti, and butcher Dario Cecchini.

It fills the view with its 25 meters of width, and 5 and a half of height. It was built of wood, by Panzano-born Ferruzzi family artisans, whose talent is heritage of the great Maestros of the Renaissance.

For the Ferruzzi’s, the tighter the deadline and harder the job, the more they are able to find a fantastic solutions, working day and night, and having fun, too.

Now the word PANZANO will wedge itself in the minds of the people who will see it, reminding them of that special view and event.

We would love for the sign to stay there, for it to become part of the landscape, just like the leaning tower of Pisa or Brunelleschi’s dome in Florence.

Crazy? Maybe… but not that much.

Miriam Serni Casalini e Dario Cecchini