At Giunti Odeon,

Valentina Barile, Paolo Di Paolo, Carlotta Fruttero, Leonardo Gori, Lia Levi, Sacha Naspini, Anna Prandoni, Alessandro Raveggi, Vanni Santoni, Marco Vichi, Christine Von Borries, and Paola Zannoner
will present the volume Etichette Buchette – Storie di vini immaginari (BDV Editions). Following the presentation, in the Hall of Mirrors on the 1st floor, will be the official opening of the namesake photographic exhibition, on view from November 7 to 20, 2025.
Free admission every day from 10:00 AM to 8:30 PM.

The Exhibition and the Book

Twelve labels of imaginary wines are paired with twelve buchette del vino (wine windows) of Florence.

Each label, placed on an empty bottle, was photographed inside or beside one of these historic wine windows in Florence’s old town.

These same labels—and thus the imaginary wines they evoke—became sources of inspiration for twelve professional writers whose stories are collected in the book Etichette Buchette (BDV Editions).

The exhibition is conceived and curated by Lorenzo Scacchia (Incipitojo) and Matteo Faglia (President of the Associazione Buchette del Vino and publisher of the book).

Supported by: Ruffino, Babae, Café Odeon, and Vetreria Etrusca.

About Etichette Buchette (also known as EtiBu)

Etichette Buchette was born from the meeting of the creative worlds of Lorenzo Scacchia and Matteo Faglia.

Incipitojo has, since 2019, exhibited imaginary book covers, inviting visitors to imagine what unwritten pages might contain and to write, in poetry or prose, freely inspired by those covers.

The Associazione Buchette del Vino, founded in Florence in 2015, is dedicated to these small architectural openings—originally “invented” in the late 1500s to sell wine by the flask directly from the palaces of noble families who produced it in the countryside around the city.

The first step of EtiBu was an invitation to twelve authors. Each chose one of Scacchia’s labels, “tasted” the imaginary wine, and wrote a story inspired by it—completely freely, with only one guideline: a length of about 10,000 characters.

Thus, images and imagination come together to explore the world of wine.

The following writers took part in the project:
Valentina Barile, Paolo Di Paolo, Carlotta Fruttero, Leonardo Gori, Lia Levi, Sacha Naspini, Anna Prandoni, Alessandro Raveggi, Vanni Santoni, Marco Vichi, Christine Von Borries, and Paola Zannoner.

Their stories are collected in a volume published by BDV Editions (an imprint of the Associazione Buchette del Vino), with design and layout by Simonetta Scaglione.

The Photographs

Another key component of EtiBu is the series of photographic portraits by Lorenzo Scacchia, set in Florence and featured in this exhibition.
Each label was applied to an empty bottle kindly provided by Vetreria Etrusca.

Scacchia and Faglia spent a day wandering on both sides of the Arno, pairing each label with a wine window—and in most cases involving unsuspecting passersby in the creation of the scene: their hands, arms, and bodies became an essential part of the photographs.

Each portrait in the exhibition is accompanied by:

• the address of the wine window (and the name of the palace, if relevant),

• information about the window,

• the name of the bottle model,

• and the opening lines of the corresponding story.

A panel displays all twelve empty bottles.

The photographs are also included in the book, which thus serves as the exhibition’s catalog.

Incipitojo

{for the purpose of imaginative wandering}

An exhibition of imaginary book covers. Visitors are invited to imagine what words those yet-unwritten pages might contain and to compose their own poetry or prose inspired by the covers—thus retracing, in reverse, the usual editorial process in which the cover comes last.

Created and curated by Lorenzo Scacchia, the project—while orbiting around the same founding idea—adapts its form to each hosting venue and its collaborations. It often includes literary contests, and sometimes the covers are created through social inclusion workshops.

Writing occasionally takes place on seed paper, later planted elsewhere, weaving connections between writers and sowers.

🔗 incipitojo.it
🔗 hauchnebelkabinett.eu
🔗 instagram.com/hauchnebelkabinett

The Associazione Buchette del Vino

Founded in Florence in October 2015 and presided over by Matteo Faglia, the Association’s mission is to survey, study, document, promote, and safeguard a heritage unique to Tuscany: a network of small architectural openings once used for selling wine directly from producers to consumers of every social class.

The buchette del vino originated and spread only in Florence and the territory of the Grand Duchy of Tuscany from the late 1500s onward. Created to sell wine by the flask directly from noble palaces, they fell into disuse by the mid-1900s and were gradually forgotten—until their rediscovery in 2019, with the reopening of one at Babae in Via Santo Spirito. Since then, a dozen other venues have reinterpreted the tradition, offering the unique experience of enjoying a glass of wine served through a small window onto the street.

The ongoing census now records nearly 300 wine windows across Tuscany.
Through its website and social media channels, the Association shares updates on its discoveries, research, guided tours, video tours, “wine window hunts,” and other initiatives.

🔗 buchettedelvino.org
🔗 facebook.com/buchettedelvino
🔗 instagram.com/buchettedelvino