http://bugs.winehq.org/show_bug.cgi?id=35864
--- Comment #2 from fordfrog@fordfrog.com --- i changed two of the lines (as these were missing wine command) to this:
env WINEARCH=win32 WINEPREFIX=~/.wine32 wine <Path to the installer> env WINEARCH=win32 WINEPREFIX=~/.wine32 wine <program exe>
this way the app starts without problems, displays photos etc.