V.le del Lavoro 8, 37135 Verona
Stand Vinitaly
Imagining and modeling an eco-sustainable space in cardboard at Vinitaly was an exciting challenge that Natur Design accepted with great enthusiasm.
The 55^ Edition of Vinitaly, the largest Italian wine fair, has just ended, which this year has reached record numbers and seems to have marked a watershed between the past and the future of wine. This edition was perhaps one of 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 that worries us most, the climate crisis that will mark not only the future of wine but also that of all production activities on our planet and that force us to make new strategic marketing choices.
Many producers are sensitive to this issue and in their business management they are increasingly making sustainable and ecological choices also for their marketing strategies.
The work was carried out on the project of the architectural firm Dalpiaz and Giannetti Architektur of Hamburg for Massimo Lentsch’s Tenute di Castellaro winery.
FROM THE IDEA TO THE SHAPE OF AN ECO-SUSTAINABLE STAND
The creative process of transforming the idea of an eco-sustainable stand into a tangible form was fascinating and engaging, with many actors inspired by the ecological spirit of cardboard installations. We started by conceiving space as a block of matter, then we imagined it cut into successive semicircular segments, from which we gradually subtracted the excess material until we created a sort of cavity. The visual result was an 8-meter-long stand, which took on the appearance of a cave enclosed by carved blades of natural cardboard. These blades have been fixed to a back wall, within which backlit niches have been created, perfect for displaying the range of wines produced by the company.
At the entrance to the stand we have placed a tasting counter, characterized by an insert molded in white cardboard with the name of the brand imprinted on it. To complete the experience, we added furnishings that made the tasting more comfortable for buyers and wine lovers present at the event.
A CARDBOARD STAND AS A MEANS OF COMMUNICATION
A cardboard stand as a means of communicating the corporate identity can be a winning component of the marketing strategy. At a time when we are moving towards the ecological transition, it is imperative that companies also adapt to this change. Consumers’ conscience has long been oriented towards sustainable choices, making the “sustainable” factor a crucial element in their purchasing decisions. Therefore, the use of material supports for communication, made with ecological and recyclable materials, can be an effective strategy to guide your customers towards more responsible choices.
Creating eco-sustainable installations with a modern and attractive design, which reflect the company’s ecological commitment, is essential. The ability to give shape to one’s ideas in a sartorial and sustainable way, using natural, versatile and non-toxic materials, is the key to success. A cardboard stand not only communicates a message of sustainability, but also demonstrates the company’s concrete commitment to environmentally friendly practices, thus strengthening customer trust and loyalty.
