Luckily for wine lovers, the WOW the New Cultural District project in Porto, Portugal, has only continued to age like a fine Douro Valley Red since its launch in 2020. Classified as a Project of National Interest in Portugal, it had a rocky start due to its unveiling during the heart of the pandemic, severely limiting its impact. But, it has quickly rebounded and has become a significant attraction in a city known for its wines.
As one of the world’s grandest wine-focused projects ever launched, it has become one of the centerpieces of the country’s burgeoning wine tourism industry. Situated in the Vila Nova de Gaia neighborhood, on the opposite side of the Douro River from the Porto Old Town, amongst centuries-old Port wine cellars, it’s an immersive cultural destination. Spread over its almost 430,000 square feet are seven museums, twelve restaurants and bars, numerous shops, and a bevy of classes.
One of the WOW project’s primary goals was to expand the Gaia neighborhood’s wine-focused footprint beyond the existing waterfront tasting rooms. Located on the hillside directly above the river, it renovated several abandoned cellars and inserted a modern complex with memorable views amongst centuries-old buildings.
WOW is a passion project for Adrian Bridge, one of the driving forces behind promoting Portugal as a wine destination. As the CEO of The Fladgate Partnership, which produces Taylor, Fonseca, Krohn, Croft, and Fonseca-Guimaraens Ports, he has been invested in revitalizing the neighborhood for decades. He opened the luxurious Yeatman Hotel there in 2010 and launched the development of WOW in 2012.
The latest addition to WOW is the Atkinson Museum which is being used to show world-class art exhibitions. Housed inside the renovated home of one of the city’s largest Port dealers from the mid-18th century, it opened to the public in 2023. Its first exhibition of The Dynamic Eye: Beyond Optical and Kinetic Art, from the Tate Collection, set a high standard from the start.
By using wine as its foundation, the six other museums at WOW reveal a much larger snapshot of Portugal and its vibrant culture. Each one’s permanent theme incorporates cutting-edge interactive technologies and presents its exhibits more playfully than most museums.
Portugal Is The World Leader Of Cork Production
The Porto Region Across the Ages Museum is a trip through time in the Porto region. The Planet Cork Museum dives deep into the fact that Portugal is the world leader of cork production. The Pink Palace Museum offers a playful dip into the world of Rose wine, while The Chocolate Story Museum connects the history of the world’s favorite treat with the city’s ubiquitous offering, Port wine. Every drink needs a vessel, and The Bridge Collection Museum showcases 9,000 years of drinking vessels, many from founder Adrian Bridge’s personal collection.
The centerpiece of the complex is The Wine Experience. It takes visitors through the life cycle of one of the world’s oldest alcoholic beverages in a user-friendly interface. Interactive vineyard tours and holographic exhibits push the boundaries of wine-related education and entertainment.
For anyone wanting to dive in a bit deeper, they also offer the WOW Wine School. Every day they host a variety of classes that focus on tasting and demystifying wines. Courses can be as quick as 30 minutes or as long as five hours, with beginner and master-level courses offered. They also offer Level I & II WSET certifications too.
One of the goals of the WOW project was to create an entertainment destination that could drive economic growth in the Gaia neighborhood. Besides the museums, WOW offers a selection of restaurants ranging from coffee stands to a high-end steakhouse. With its large courtyard that often hosts bands and other shows, plus the nearby Yeatman Hotel, it’s becoming a popular stop on many tourists’ radars. The complex is open year-round, and you can buy tickets in advance here or on-site.
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