How to engage the public with a creative stand made of honeycomb cardboard

The world is changing rapidly, and the focus on the environment and sustainability is now a central theme in every industry. And the food industry is no exception so companies like Dial Srl, better known as ‘Quelli della pizza,’ are demonstrating a concrete commitment to sustainability. At the Cologne Fair Anuga 2023, the company decided to make a bold and innovative statement by presenting an environmentally friendly stand made entirely of honeycomb cardboard.

Pioneers of quality artisan pizza

Dial Srl is an Italian company that has chosen to focus on tradition and quality in the production of pizza bases. For over 10 years, in fact, it has been engaged in the exclusive research and marketing with the Quelli della Pizza brand of the best artisan pizza bases, strictly Made in Italy. The company has established itself as the only one in Italy with a wide variety of dough types, capable of satisfying its customers’ every need. But their commitment does not stop at product quality, it also extends to environmental sustainability.

Participation in trade fairs is always an important moment for companies, especially if the stage is international. These offer an unparalleled opportunity to promote one’s products or services, establish business connections, increase brand visibility and access real-time feedback from customers. Trade fairs make it possible to monitor industry trends, analyse the competition and acquire new knowledge, strengthening the company’s presence in the market.

Anuga, the world’s leading trade fair for food and beverages, is a lively, diverse and dynamic experience. At a time when the global food industry is facing a transformation towards a sustainable and fair food system, Anuga is a beacon of openness, transparency, trust and collaboration. The fair brings together the largest international industrial community, inspiring a climate of optimism. It offers a stage for in-depth discussions and personal contacts with buyers and influential decision-makers, with a well-stocked order book and significant international participation among visitors. With ten trade fairs under one roof, Anuga provides a comprehensive view of industry trends and topics, enriched with valuable insights and inspiration. The fair is an active engine for shaping a future of values.

And in this context, Quelli della Pizza decided to make a difference by presenting an innovative, customised and ecological stand made entirely of honeycomb cardboard

Honeycomb cardboard: a scene of creativity and innovation

Quelli della Pizza’s outstanding performance at the fair with its stand was a triumph of creativity and functionality. The stand design is designed to create an engaging and authentic experience for visitors, channelling the essence of ‘pizza people’ and their commitment to quality.

The heart of the stand was a food truck with an open window from which pizzas were baked in real time surrounded by an original tasting room. This culinary showcase caught the attention of visitors, offering them the chance to taste Quelli della Pizza’s delicacies for themselves. In front of the food truck, a tasting counter invited visitors to sample pizzas made with the range of bases the company promotes, highlighting the corner dedicated to quick take-away.

The layout of the spaces was studied down to the smallest detail. Two linear counters intersected elegantly, culminating in custom-made displays to showcase the company’s products, emphasising the quality and variety of pizza bases. The area was organised to facilitate the presentation and tasting of products.

A distinctive element was the creation of a separate room, delineated by partition walls with wedge-shaped structures that gave the space dynamism. The side walls were made of cardboard printed with realistic images of steaming pizzas, adding an authentic touch to the atmosphere. The furniture is designed to offer comfort to visitors, with wall benches, tables from the Cian series and Soi stools, all customised and upholstered with soft cotton cushions creating a cosy and inviting atmosphere.

A semicircular counter from the Losa series welcomed visitors interested in receiving detailed information about the products and the company itself. In addition, strategically placed display cubes in the area spread the company’s promotional and identity messages, emphasising Dial Srl’s distinctive approach in the market.

The outstanding success of this honeycomb cardboard stand goes beyond aesthetics and creativity. It demonstrated how innovative design can be combined with functionality to create an engaging experience for visitors, while underlining Quelli della Pizza’s commitment to sustainability and quality. This performance will remain an important point for the company, which will repeat it at other European fairs, showing how ecological design and public involvement can go hand in hand to promote a company and its values.