- BY ISSIMO
- April 14, 2025
Based in Irpinia, Campania, Feudi di San Gregorio is a leading force in southern Italy’s wine industry – and one of our favourite wineries in the Bel Paese not just for its vino but its far-reaching creative vision, too. At the helm of the latter is Ella Capaldo, Feudi’s Creative Director, who, over the years, has played a pivotal role in shaping the brand’s identity, expanding its reach beyond winemaking into design, hospitality, and contemporary art.
With a passion for storytelling and a keen eye for aesthetics, Capaldo has helped turn Feudi di San Gregorio into a cultural movement as much as a winery, sparking collaborations with world-renowned designers and launching immersive hospitality experiences. In a sector that’s still so heavily male-dominated, her work is a testament to Feudi di San Gregorio’s commitment to pushing boundaries while staying true to its deep-rooted terroir – and we were keen to hear all about it.
How did you first become interested in the world of wine? What fascinates you most about this industry?
I have always loved wine – at first as a self-taught enthusiast (aperitivo has always been my favorite time of day!) and later through the FIS course in Rome, where I discovered a world filled with extraordinary landscapes and remarkable people. It’s an industry that thrives on curiosity – one day, we’re discussing our historic vineyards, some over 150 years old, and the next, we’re launching a collaboration with the iconic outdoor brand Unopiù to present the San Greg beach club collection at Salone del Mobile. Just recently, we unveiled an exciting project to create a winery within the archaeological site of Pompeii. This industry is endlessly stimulating!
Tell us about your role at Feudi di San Gregorio.
Feudi di San Gregorio was founded in 1986 by my husband’s family. After pursuing his own professional journey, he decided to take the reins in 2009. I joined in 2019 as the business was expanding, taking on the role of Creative Director for all the brands under Tenute Capaldo (Feudi di San Gregorio, our classic method Dubl, Basilisco, and Campo alle Comete). Alongside a small but highly effective team, I oversee both Italian and international marketing, managing all online and offline communication.
It’s an exciting role, particularly when it comes to Feudi di San Gregorio, which, thanks to the visionary genius of designer Massimo Vignelli, has become a beloved and widely recognized brand. This means ensuring that our communication always reflects the brand’s essence and prestige.
Feudi di San Gregorio is more than just wine. Tell us about its hospitality projects.
In 2021, we became a Benefit Corporation, and in 2022, we achieved B Corp certification. Our hospitality project stems from our commitment to showcasing and preserving our region, a mission outlined in our company charter.
In 2024, we launched Borgo San Gregorio, a comprehensive hospitality experience featuring a restaurant, 12 suites nestled among the vineyards, a vegetable garden, a shop/concept store, winery tours, and tastings at the Teatro del Vino.
A smaller, more experimental hospitality initiative is Il Salotto delle Curiosità, our private apartment in Rome. Here, we host exclusive tastings and delve into cultural discussions connected to our world. Our latest event celebrated the release of Mineralia by Domitilla Dardi, an extraordinary journey through the millennia-old history of minerals, which we linked to the mineral characteristics of our wines.
What about Feudi di San Gregorio’s connection to the arts?
One of Feudi di San Gregorio’s core beliefs is that winemaking follows the same creative process as producing a work of art. Since the beginning, we have collaborated with world-renowned artists, designers, and creatives beyond the world of wine.
In 2004, we commissioned an avant-garde winery designed by Japanese architect Hikaru Mori, which won prestigious awards at the Venice Biennale – twice. Since 2001, our distinctive wine labels have been the work of design visionary Massimo Vignelli.
Our commitment to the arts continues with Be Curious, an initiative supporting the Fondazione di Comunità San Gennaro. Through artist residencies at our winery, we invite artists, designers, and architects to create site-specific works that later inspire limited-edition wine labels. The proceeds from these labels are fully donated to the foundation, which is led by Father Loffredo.
Visitors to Feudi di San Gregorio can also explore a curated collection of contemporary art, seamlessly integrated into our guided tour experience.
Can you tell us about some of the artists, photographers, and designers who have collaborated with Feudi di San Gregorio?
Beyond the previously mentioned names in design, we have been fortunate to collaborate with talented creatives on various projects. Designer Fabio Novembre and the brilliant young Astrid Luglio have both contributed their vision to our work.
In the art world, some of our most cherished collaborators include Mimmo Jodice, who created a moving project dedicated to our century-old vineyards; Vedovamazzei, who explored our brand’s signature color palette; and Marinella Senatore, who worked on a project inspired by our historical archives.
More recently, Pietro Ruffo designed a stunning amphora depicting the intricate process of winemaking, while the Californian duo Fallen Fruit created a vibrant outdoor installation.
It is important to us that these works remain site-specific, enriching the cultural landscape of Borgo San Gregorio – not just for visitors but for our team as well.
What do you love most about your job?
The daily interactions with inspiring people and the endless flow of new ideas that emerge from our brainstorming sessions (which we constantly refine and reshape!).
What makes a wine truly unique?
The land it comes from – and the ability to let it speak for itself, without interference.
Your favorite wine?
That’s a tough question, so I’ll give a nuanced answer! For aperitivo, our San Greg rosé. My favourite grape variety? Greco in all its expressions. As for reds, I’m torn between two wines that hold a special place in my heart: San Leonardo and Flaccianello – both tied to cherished memories and extraordinary people.
