Piazzale Carlo Magno, 1 20149 Milan
An ecological exhibition set-up is an achievement for those who value the theme, but setting up an entire pavilion for an important event like the Global Food Innovation Summit was a real challenge.
Seeds&Chips Global Food Innovation Summit is one of the world’s leading food innovation events that offers a prestigious stage on which every year major players confront each other to address important issues such as the increase in the world population and food consumption, climate change, the scarcity of available resources, socio-demographic changes, health protection and irreversible changes in purchasing choices. We are changing the way food is produced, processed, distributed, communicated and consumed. And we are in the race to face urgent challenges like never before in human history and technological infrastructure seems to be one of the possible ways to face it.
It was an ambitious and sustainable project not so much in the process of modeling the space on paper, but that of thinking of an ecological fair set-up that could enhance the theme of the meeting without stealing the show. In short, to create a scenography that remained as natural as possible and that was also able to hook onto the theme of innovation by giving it the right value.
We started by dividing the surface available in the pavilion into areas to be filled and from here we ideally arranged the various stands, from the largest to the smallest, creating harmonious and wide-ranging paths. We decided to use cardboard tubes left in the original Havana color to build the stands by sectioning them into different heights and assembling them into vertical and horizontal sections to create movement and a natural decoration of the walls. The larger stands were designed as large-mesh cages whose tubes were held together by frames placed at the top. Each box was equipped with a reception console also made up of vertically joined tubes and equipped with a triple-wave natural cardboard top covered with a thinner sheet of cardboard printed in blue that descended to cover part of the structure. The set-up was completed by exhibition panels also printed in bright blue with the name of the exhibitor and the country of origin. In addition to the individual boxes, the ecological exhibition set up included areas in which there were walls coupled in reciprocal solution, always made of cardboard tubes on which individual exhibition panels were hung to divide the individual stations. In front of each of the individual stations there was a console desk for the reception of visitors. The set-up also included single, simple, smaller stations made on the same theme, positioned in a circle around the pillars of the pavilion. To fill the space, display panels with prints of photographs, ecological furnishing elements and displays created for the occasion were placed.
