Lifestyle – Wine – Design

Lifestyle – Wine – Design

Design meets wine on the Southern Wine Route.

The Palatinate is now one of Germany’s most innovative wine regions. In order to maintain this status, the Southern Wine Route Society (Verein Südliche Weinstraße e.V.), the town of Landau, and strong regional partners made it their goal to make the region even more widely known and thus boost tourism. In addition, they also wanted to unite the best known wine makers under one roof in order to be able to market their wine even better. But how was this to be achieved? The traveling wine connoisseur knows that enoteche enjoy great popularity in Switzerland and Austria. The region wanted to take advantage of this and establish the first enoteca in the Southern Palatinate. The idea was a good one, but there were several crucial factors, which occasionally brought the continuation of the project into question.
Above all there was the question of who would build and design a stylish enoteca? Thanks to an excellent network of connections, a suitable shell construction (a former military building) was found rather quickly. Although this shell had character, it was also bare, industrial, and cold. And this is where a helping hand was required.
Thomas Falkenstein, a shareholder in ETECTURE, had contacts which enabled the Southern Wine Route society to obtain renowned designer Michael Michalsky to design the enoteca. In addition to his work as a designer of high fashion, Michael Michalsky has already carried out numerous interior design projects and has a very successful home living collection. There was a traditional bus tour through the Palatinate and then everybody got to work right away.


Upon completion, Michael Michalsky said, “Good wine is like art. Every nuance is decisive. Every detail plays a role. Only the perfect interplay between all flavor components results in an excellent wine. For this reason, we present the wines in the enoteca like art.”

This principle is a recurring theme running through the entire concept: in addition to numerous natural materials and warm colors, a combination of classic and modern was used in the interior design of the former barracks. The industrial character of the loft-like building is impressive, and the large windows draw the eye to the view of the surrounding landscape outside. The designer’s exclusive seating options provides comfort and coziness.

The enoteca’s name Par Terre refers to the region’s fertile soils, which enable successful wine-making.


When the enoteca was opened in Landau in June 2014, the ground was prepared to market Palatinate wines in a new way. So much the better that ETECTURE could get directly involved in this innovative project. Because the marketing was not the only achieved through the building: there was also a high-quality website with a store system to encourage sales.

A project team from ETECTURE implemented a classic e-commerce solution for the enoteca, comprising a merchandise management system combined with the store system of our partner shopware AG. ETECTURE built the entire system infrastructure, setting up the store, and constructing the complete front end. The team worked closely with Michalsky on the graphic design and integration of a newsletter tool. It was quite a challenge to meet the star designer’s high demands. Which made success even sweeter.

With the close proximity to our Karlsruhe office making it easy to drop by, this customer relationship has become something special. Following intensive collaboration, the website has now been online for a few weeks and the results are clear to see:

Christine Ludt, manager of the enoteca, agrees: “The Par Terre enoteca helps to further establish the region’s innovative character. The fact that the on-site concept of wine-selling is being complemented by an online store is essential in wine marketing today. The collaboration with ETECTURE was a stroke of luck for us. The professional and friendly collaboration ensured the project was a complete success.”

This project and the customer’s satisfaction are an example of how our work should be seen as part of a holistic concept: with intensive consultation, needs-based implementation, and professional support, the individual components grow to form the whole.

Petra Kregelius-Schmidt
Marketing & Event Manager