An environmentally sustainable space for Vinitaly

Imagining and modelling an environmentally sustainable cardboard space at Vinitaly was an exciting challenge that Natur Design accepted with great enthusiasm.

The 55th edition of Vinitaly , the largest Italian wine fair, which again this year reached record numbers and seems to have marked a watershed between the past and the future of wine. This edition was perhaps among the most significant because it fell in a rather complex phase of our socio-economic history. Many social and market transformations are becoming faster and more numerous. To these transformations must be added the crisis of greatest concern, the climate crisis, which will mark not only the future of wine but also that of all production activities on our planet and force new strategic marketing choices.

Many manufacturers are sensitive to this issue and are increasingly making choices in their business management that are sustainable and environmentally friendly even for their own marketing strategies.

The work was carried out on the project of the Dalpiazz and Giannetti Archiektur architectural studio of Hamburg for Massimo Lentsch’s Tenute di Castellaro winery.

FROM THE IDEA TO THE SHAPE OF AN ECO-SUSTAINABLE STAND

Going from the idea to the form of an eco-sustainable stand was a creative process that involved many players inspired by the ecological spirit of cardboard set-up. We started by thinking about the space as a block of material that has been ideally cut into a series of consecutive portions modeled in a semicircular shape and from which the excess space has been subtracted to obtain a kind of cavity. Visually, the result was an 8-metre long trade fair stand representing a cave contained by carved blades of natural cardboard attached to a back wall in which backlit niches displaying the range of wines produced by the company have been created. At the entrance of the stand, a tasting counter was created with a molded white cardboard insert on which the brand name was imprinted Furnishings were added to make the tasting experience more comfortable for the buyers and wine lovers attending the event.

A CARDBOARD STAND AS A MEANS OF COMMUNICATION

A cardboard stand as a means of communicating corporate identity can be a winning component of your marketing strategy. We are approaching the fateful phase of the ecological transaction and no one, including companies, can hold back in a few years. Consumer consciousness has already been moving in this direction for some time and the “sustainable” factor is a discriminating element in their choices. The use of material supports for your communication made of ecological and recyclable materials can prove to be the right solution to push your customers in this direction. Creating spaces with a modern and captivating design, giving shape to your ideas in a sartorial and sustainable way with natural, versatile, non-toxic materials is the winning choice.