Domaine Boyar
Project Embers
Industrial Art · Brand Environment · Art Production
The Project
Turning a production site into a brand destination.
In 2021, Domaine Boyar celebrated its 30th anniversary with an ambition that went far beyond decorating its winery. The company wanted to transform the industrial environment of its Blue Rocks winery in Sliven into a destination where wine, contemporary art and brand experience could exist in the same space.
Fine Art Factory was brought in to turn that ambition into physical reality — transforming 11 monumental wine vinifiers into a connected large-scale artwork covering more than 1,000 m².
The result was Project Embers: a permanent artistic intervention that changed the identity of the production site and became the centrepiece of a much wider brand and communication story.
11
industrial wine vinifiers
1,000+ m²
painted surface
12
conceptually connected compositions
45 days
of production
600+ litres
of acrylic paint
~500
spray cans
The Ambition
More than a mural.
Domaine Boyar did not want a decorative intervention. The ambition was to use the winery itself as a cultural and communication asset.
The industrial production environment had to become part of the brand experience — a place people would want to visit, photograph, talk about and remember.
The project became part of a broader wine-tourism concept for the Blue Rocks winery, positioning the site as an open-air destination where contemporary art and winemaking meet.
The production site itself became the canvas.
The Artwork
The life of wine. The journey of a human life.
Project Embers was conceived as a sequence of interconnected artworks exploring the stages through which wine passes — from its origin and transformation to maturity — and drawing a parallel with the stages of human existence.
Across the 11 vinifiers, the individual compositions form a larger visual narrative. Each work can stand on its own, while together they create one continuous artistic experience across the industrial site.
The result is not simply large because of its surface area. Its complexity comes from translating a detailed artistic narrative across multiple enormous cylindrical structures while preserving rhythm, proportion and visual continuity.
The Challenge
A flat artwork. Eleven curved industrial structures.
The approved compositions had to be transferred from controlled design files onto enormous cylindrical surfaces approximately ten metres high.
Unlike a conventional wall, every vinifier introduced curvature, scale distortion and changing viewing angles. The images had to remain visually accurate both at close range and when the eleven structures were seen together as one composition.
Fine Art Factory developed a custom scaling and transfer system specifically for the project, allowing the artistic compositions to be positioned accurately across the curved industrial surfaces while maintaining the proportions and relationships of the original artwork.
The challenge was not simply to paint something large. It was to reproduce detailed art faithfully at architectural scale.
Scale without losing fidelity.
The Production
45 days of controlled execution.
Fine Art Factory organised the artistic and technical crew around the scale and complexity of the site.
The production ran for 45 days, with approximately ten hours of painting per day. More than 600 litres of acrylic paint and approximately 500 cans of spray paint were used to execute the complete composition.
Working across eleven separate structures required constant coordination between positioning, colour, detail, access and the overall visual relationship between the individual artworks.
Every element had to work twice: as an individual piece seen from close range, and as part of the larger composition seen across the winery.
45 Days · 10 Hours / Day · 600+ L Paint · ~500 Spray Cans
Beyond the Artwork
The artwork became the campaign asset.
Project Embers did not end when the final surface was painted. The completed work became the centrepiece of Domaine Boyar's 30th-anniversary communication and created a new physical asset around which the brand could build content, events and PR.
- 01
Art Transformation
The production facility becomes a large-scale contemporary artwork.
- 02
Brand Communication
The transformed winery becomes part of Domaine Boyar's wider anniversary story.
- 03
Official Unveiling
The completed project is presented through a dedicated launch event at the Blue Rocks winery.
- 04
National Media
Media are invited to experience the transformed winery and the project receives broad editorial coverage.
- 05
Long-term Brand Asset
The artwork remains physically integrated into the winery and becomes part of its visitor and wine-tourism experience.
The Unveiling
Turning the reveal into an event.
The completed project was officially unveiled at the Blue Rocks winery as part of Domaine Boyar's 30th-anniversary celebration.
The opening brought together guests, media and representatives of the region, turning the physical artwork into a live communication moment rather than simply a finished installation.
The programme included a performance by members of the 100 Kaba Bagpipes ensemble, while the mayors of Sliven and Yambol were among the special guests welcomed by Domaine Boyar's management.
The event generated significant media interest and extensive editorial coverage around both the artwork and the transformation of the winery.
Brand communication & event: Fragment
Earned Media
A production site worth talking about.
The scale and unusual nature of the transformation gave the project a strong editorial story: a working Bulgarian winery had been turned into a large-scale contemporary art destination.
The project was covered across national business, lifestyle, wine and news media, extending its reach far beyond the physical visitors to the winery.
Vesti · Economy.bg · Cosmopolitan Bulgaria · Fakti · DiVino · Fashion Inside
The artwork created the reason to communicate.
From Place to Product
The artwork left the winery walls.
The visual identity created through Project Embers was extended into Domaine Boyar's product experience through the limited-edition series “Art in a Bottle”.
Six wines from the winery's premium portfolio were released with labels featuring elements taken directly from the artwork.
A physical art intervention at the production site therefore became more than a location-based experience — it became packaging, product storytelling and a tangible piece of the anniversary campaign that customers could take with them.
Artwork → Place → Event → Media → Packaging → Product
One artwork. Multiple brand touchpoints.
The Outcome
From industrial infrastructure to a permanent brand asset.
Project Embers changed the role of the Blue Rocks production site. The vinifiers were no longer simply industrial equipment — they became part of the winery's visual identity and visitor experience.
The project helped establish the winery as a destination combining wine and contemporary art and became part of a wider wine-tourism concept around the site.
Physical Brand Asset
A permanent visual transformation integrated into the production facility.
Visitor Experience
The industrial winery becomes a place designed to be experienced, explored and photographed.
Campaign Content
The artwork creates a visual centrepiece for brand, PR and social communication.
Product Extension
The artwork continues into the limited-edition Art in a Bottle series.
The production site became more than a canvas.
It became the story.
For Agencies & Brands
Physical art can do more than fill a wall.
Project Embers demonstrates what happens when art production is integrated into a broader brand idea.
A single physical intervention created multiple communication assets:
- a transformed environment
- a permanent brand landmark
- an anniversary story
- an event platform
- earned media
- social and campaign content
- a visitor attraction
- product packaging
This is where Fine Art Factory works best — when a brief combines art, physical space, technical execution and brand communication.
Bring us the surface.
We'll help turn it into a brand asset.
Let's create together something with impact.
From interiors and facades to production sites, public spaces and large-scale brand activations — Fine Art Factory turns ambitious physical concepts into executed art.