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Hameau Dubœuf pops cork on Jora Vision’s Mon Beaujolais wine experience


Created by Dutch design firm Jora Vision, an immersive new show has opened at Europe’s largest wine museum. The Mon Beaujolais experience at Hameau Dubœuf in the heart of Beaujolais is set inside a replica wine cellar.

Visitors are transported through 2,000 years of local wine history as they sit on benches to watch the show’s media content. Large projection screens are integrated with show sets that are animated with the use of projection mapping.

“To give visitors the impression they are in an authentic wine cellar, we placed real wine growers equipment all around the room,” says Jora Vision’s creative director, Simeon van Tellingen. “While the winegrower, named Toine, is talking to the visitors, we let things magically appear in the room. We are literally placing the visitors in the middle of the action.”

Why a Dutch designer?

Florence Adelbrecht, Jora Vision’s project advisor in France, says a Dutch company wasn’t such an odd choice as it might seem to bring the story of wine to life. “With our extensive knowledge in creating captivating experiences, we were able to dive deep into the Beaujolais culture. It was a great pleasure to see Dutch and French working methods merge, and I am very proud to play my part in the creation of this attraction.”

Franck and George Dubœuf

Founded in 1993 by the renowned wine merchant Georges Dubœuf, Hameau Dubœuf is situated in Romanèche-Thorins, France. It typically introduces a new attraction every four to five years. With Mon Beaujolais, the history, facts and culture of wine production can be enjoyed in a new way by guests of all ages.

“My father started Hameau Dubœuf to open a door to a mystery world of wine history and viticulture,” says Franck Dubœuf, son of George. “Today we are proud to have received more than 3 million visitors. We are very pleased with the professional and creative work done by Jora Vision [on Mon Beaujolais].”


Jora Vision brings cultural stories to life

Over the past couple of years, Jora Vision has been working on an increasing number of design-build projects that tell an interesting cultural story. These include the Young Rembrandt experience in the Dutch city of Leiden, plus theme park experiences like the Bazyliszek dark ride at Legendia in Poland and the upcoming Los Piratas de Bacalar attraction at Amikoo in Mexico.

“We are excited to see more and more clients showing interest in our services of design, project management and manufacturing of this type of custom attractions,” says Jora Vision’s CEO, Jan Maarten de Raad. “We are confident Mon Beaujolais is a spectacular example of this!”

The Mon-Beaujolais pre-show at Hameau Dubœuf
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Owen Ralph

Owen Ralph

As a Lead Features Writer for blooloop, Owen brings with him two decades of experience covering the amusement and attractions industry for trade publications, including World’s Fair, Coinslot International, Kirmes & Park Revue and Park World, where he spent 15 years as Editor. He is currently a member of the IAAPA EMEA Education Subcommittee.

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