An immersive exhibition concept at Vinitaly 2025

FLEXIBLE and REPLICABLE: a showcase of the Italian FRIULI VENEZIA GIULIA Region's International presence - created for the next 5 years to come at least.

An immersive space that blends wine, culture, land, and economy into a narrative engaging multiple regional production sectors. The installation is both rational and aesthetically impactful, placing people and comfort at its core while using sustainable materials and drawing from Friulian tradition.
Telling the story of the wine world by connecting it to its land and increasingly focusing on people and their passions. The new exhibition concept highlights the surprising biodiversity of Friuli Venezia Giulia and the wealth of its food and wine culture, and stands out for its duality: the base of the stand—earthy, tactile, and intentionally monochromatic - contrasts with its soaring upper section, where ethereal graphics are printed on suspended fabric panels. This interplay of contrasts reaches upward, where 25 bright words inspired by Friuli-based heritage and values appear throughout the space.

Beneath the large sign, various areas of the installation coexist within a layout that is orderly, intuitive, and functional. The central entrance welcomes guests into a large plaza—the quintessential gathering space—enhanced with emotionally impactful digital content displayed on expansive video walls. Moving further inward leads to the wine bar, a space that combines the value of local wines with expressive materials—like counters made from reclaimed wood planks and milking stools handcrafted by Friuli-based artisans. Even in the tasting room highlights the creativity and productivity of the region, here, 25 unique chairs—each different from the next—tell the story of local companies that have brought Friuli-based design, craftsmanship, and reputation to the world stage.
Eighty Spaces for Eighty Producers: personalized and easy to access, inspired by the geometric precision of vineyard rows; the 80 distinct exhibit areas, are each dedicated to an individual wine producer with a personal, functional, and clearly signposted space with easily identifiable signage.

Given the unique nature of Vinitaly, the project places special attention on acoustic comfort: sound-absorbing wood wool materials have been integrated into all meeting areas and wherever possible, helping reduce background noise and improve the overall experience for both professionals and guests.

"Multiplying means adding value": a philosophy of order and simplicity runs through the entire project, t a mosaic of identities that together tell the story of FVG and its ability to embody equal and opposite forces. Each producer has been given the opportunity to shine in a context of strong visual expression—where passion and human knowledge are the true protagonists.