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Meet Geoffrey Curley of The Great Fermentation

Today we’d like to introduce you to Geoffrey Curley.

Geoffrey, please share your story with us. How did you get to where you are today?
The Great Fermentation has been developed by the company GMC+A. GMC+A is an exhibition/attraction company that works primarily with museums. We have earned a reputation for making highly interactive, entertaining, educational experiences that engage guests of all ages and across all cultures.

Our team is steeped in theatre, my personal professional background began here in Chicago as a theatrical designer working with both underground theatres and the leading houses. That unique theatrical history I share with many cohorts has been brought into the exhibition space making our experiences one of a kind through working with playwrights, designers, actors, and directors.

Of late, the topic of wine is starting to grow, while the excitement about learning new things, the process of making wine and the culture around it is taking grip. It can be challenging for people to get involved in wine because it often feels elitist, expensive, vast and difficult to obtain outside of major wineries. Socially, it’s intimidating, and most people don’t view themselves as experts.

However, what’s great is that we believe no one is, and we built The Great Fermentation to tear down those barriers associated with enjoying (and drinking) wine. The Great Fermentation is anchored to our mission which helps make everyday people, like you and I, feel empowered to partake in wine however they choose to do so.

We’re always bombarded by how great it is to pursue your passion, etc – but we’ve spoken with enough people to know that it’s not always easy. Overall, would you say things have been easy for you?
Our first challenge became our most cherished success. We originally developed this concept as a touring exhibition, designed as an installation within museums. While we found the concept was embraced by many, the family-friendly aspect of museums proved folly to our success.

So we chose to make it independent giving us the ability to truly embrace the fun that comes with exploration and discovery at an adult level. With this in mind, the exhibition transformed into a carnival experience – one that’s humorous and evokes passion for fine wines.

Every story told in the exhibition is about the myriad of unique elements that make up wine. Then, it’s those sample people to tell the stories and bring to life the culture of famous winemakers and world’s most famous vineyards. It’s an adventure from start to finish, helping people along the way to see the world of wine through a new lens.

So, as you know, we’re impressed with The Great Fermentation – tell our readers more, for example what you’re most proud of as a company and what sets you apart from others.
GMC+A is a unique, small boutique of artists, writers and researchers working collaboratively to develop unique experiences. We are known for breaking boundaries and changing paradigms, and we thrive by looking at things slightly different than others.

Within The Great Fermentation, we see a sliver of what the final experience will be while meeting some of the characters written specifically for the exhibition. We explore and educate while working together in an environment that engages all five senses – including ‘VR’ experiences in a 360º theatre, placing visitors across the world to explore the vineyards in Tuscany.

So, what’s next? Any big plans?
We are thrilled to bring the full exhibition to life. The showcase of The Great Fermentation asks all the guests to engage in the experience and to share their thoughts with us. We are soliciting the public to be involved in the development process, so we can make the most relevant and engaging experience possible.

This is a critical step in the process and the final step in the concept phase. I personally love these interactions, and I am thrilled to take the ideas from the people here in Chicago and implement them into the final attraction.

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