Crushpad Hires Strening Architects to Design Innovative Visitor Center Venue at New Sonoma Headquarters

Share Article

Crushpad announces that Strening Architects will design an innovative 1,500 square foot Visitor Center adjacent to its new state-of-the-art winery facility in Sonoma.

Crushpad, the state-of-the-art custom winery and producer of highly-acclaimed commercial and private micro-production wines, announced today that Strening Architects will design an innovative 1,500 square foot Visitor Center adjacent to its new state-of-the-art winery facility in Sonoma. Construction of the venue, which will occupy a renovated portion of the historic Sebastiani tasting room, will begin in July with a projected public opening of August 15th.

“The Crushpad Visitor Center will offer visitors an experience that combines education, science, art and wine in a very innovative and interesting way,” says Daniel Strening of Strening Architects. “Our goal is to create a graceful and contemporary Visitor Center which combines Sebastiani’s sense of history with Crushpad’s youthful and innovative spirit. The result will be different from anything else in wine country.”

The Visitor Center will serve three functions: a retail outlet for Crushpad’s 100-plus Commerce clients; a venue for Crushpad’s public events and educational seminars; and a setting where visitors can taste through Crushpad wines from over 50 of California’s top vineyards and 12 distinct varietals. A key element will be a series of “experience centers” featuring touch screen computers combined with intelligent wine dispensing technology, and rotating interactive videos highlighting the effects of climate, soil, winemaking, cooperage and character of a wine. The Visitor Center will also have a traditional tasting bar operated by Crushpad’s wine experts, as well as a private room for VIP tastings, Crushpad blending sessions and classes, and private functions for Crushpad clients and their customers. The design of the Visitor Center is intended to reflect Crushpad’s urban warehouse origins within the 'Old World winery' setting of the existing facility. The materials will evoke a sophisticated urban aesthetic, with steel, glass and salvaged oak staves all assembled to create a comfortable and inviting experience for Crushpad's clients and visitors.

The Visitor Center construction follows Crushpad’s April move to a dedicated portion of the historic Sebastiani Winery, located just a few blocks from downtown Sonoma. The transition marks an evolutionary step in the services Crushpad offers to its clients, and its outreach to the public. In addition to the Visitor Center, the new location also offers Crushpad customers a larger, dedicated winery space for greater production control and access to their dynamic winemaking process.

About Strening Architects
Strening Architects, a firm specializing in unique custom architecture, brings a breadth of interesting cultural experiences and a specialty in sustainable design to bear on all of its projects. The scope of Strening’s projects span residential, hospitality and winery design, including the expansion of Rochioli winery. Daniel Strening, the principal of Strening Architects, is the lead designer. For more information, visit

About Crushpad
Crushpad is a custom luxury winemaking service where wine enthusiasts, restaurateurs, wine retailers and small-scale winemakers can craft small lot wines of 25 to a few hundred cases per year. With locations in Sonoma, Napa Valley and Bordeaux, Crushpad sources fruit from select vineyards in California and Bordeaux and provides winemakers, advanced facilities, technology, bottling and label design to fashion world-class wines. Founded in 2004 by wine and technology industry veterans, Crushpad is determined to offer the experience of winemaking to a broader audience through innovative technology combined with a high level of customer service. For more information on Crushpad visit

For more information, please contact Jarvis Communications at 310.313.6374


Share article on social media or email:

View article via:

Pdf Print

Contact Author

Mark Marinozzi
Email >

Sam Dependahl
Visit website