Ornellaia Vendemmia D'Artista La Proporzione Kosuth Joseph 2020 Jeroboam

The character of Ornellaia 2020, 15th edition of Vendemmia d'Artista, is 'Proportion'. The artist chosen to interpret 'Proportion' is Joseph Kosuth. American artist Joseph Kosuth is one of the leading exponents and theorists of Conceptual Art. Questioning conventional definitions and processes of art, Kosuth has focused his research on language, aiming to visually reveal the complexity of cultural codes. Starting from the idea that a work of art is a tautology as a representation of the artist's intention, he questions the very nature of art by privileging the ideational dimension of the work rather than the formal-productive one. Kosuth has worked primarily with linguistic devices, such as quotation, translation, repetition, contradiction, and negation. In interpreting the Ornellaia 2020 typeface, 'La Proporzione,' the artist turned his attention to the study of the word 'vino' in various Indo-European languages, creating a comparative tree. The word's history is explored through the parallel transformations of various linguistic communities and refers to a unity in an apparent multitude, expressed through morphology. This reformulation is then compared to Vitruvius's phrase from his work De Architectura, thus closing the grammatical circle of the concept of proportion.