The WOW effect desired by the customer and the user experience of the visitor to the exhibition stand: the C.P. Company

The WOW effect desired by the client and the user experience on the part of the visitor, both visual and sensory, are extremely important elements to be taken into consideration when creating a trade fair stand.An example of success in the realization of the desired WOW effect by the client and the user experience is represented by the stand created for the Pitti Immagine 2021 fair for C.P. COMPANY, an important Florentine company producing men's clothing. A stand created thanks to the collaboration and fluid communication between the various actors involved, divided between Vicenza, Amsterdam and Switzerland.Below we propose an analysis of the case of C.P. COMPANY to understand how this order was completed: a bet given the tight timing and a unique visual effect to recreate.

CP Company


Pitti Immagine is an organic set of fairs, events and cultural initiatives that takes place in Florence every year. A space for international ideas, fueled by tradition and artistic heritage, socially relevant, in continuous expansion, which blurs the boundaries of today to research and embrace the present of tomorrow. Pitti Uomo 100 is the symbolic event of the restart of the Italian trade fair sector, as well as the forerunner of major international fashion events. For the June 2021 edition, the Men's show focused on a strong presence of contemporary classic, sportswear and young designers who work on sustainability and responsibility with a personal and holistic approach.And it is precisely a queen company of the sportswear sector that Manaly accompanied at Pitti Uomo 100: C.P. COMPANY.


C.P. COMPANY is an Italian brand that produces and distributes archival military men's clothing, workwear and sportswear all over the world.The company is internationally recognized thanks to the fame of its founder Massimo Osti, "the father of urban sportswear", a revolutionary designer who founded the Chester Perry brand in 1971, later renamed C.P. COMPANY in 1978.The brand immediately met with great success thanks to an unconventional and functional imprint of the classics of the male wardrobe combined with an intense research and innovation of materials and fabrics: from the introduction of the "Garment dyeing" technique to the personalized dyeing service for its customers.


To pay homage to five decades of Italian sportswear, C.P. COMPANY has opened its digital archive: a permanent online exhibition in which images of garments, objects, sketches, editorials alternate with salient moments in the history of the brand, from its origins to today.The goal for the launch of this online project (digital archive) by C.P. COMPANY was the creation of an interactive multimedia stand to be able to involve visitors personally during the international fair of Pitti Uomo 100. An immersive experience in which the user interacts and benefits from the contents of the stand.The end result will be a complete wardrobe, an intimate furniture that will include not only clothes but keepsakes, memorabilia, toys, books and posters, to complete the narrative of C.P. COMPANY: a tribute to its 50th anniversary.


The creative concept of the stand developed by Random Studio was made concrete by Manaly. C.P. COMPANY has manually created a flag with the iconic fabrics of the brand and "garment dyed". This object represents the brand's experience in fabric innovation and deep know-how in dyeing techniques.Manaly took care of creating an exhibition structure, inside which a large 7x2 meter ledwall was installed, which reproduces the images of the online digital archive. The visitor had the opportunity to actively interact with the ledwall thanks to a sliding glass door, containing the C.P. COMPANY, installed in a track so that it can be moved from one side of the stand to the other. Thanks to a sensor system, the scrolling of the flag represents the scrolling of the timeline on the LED wall, allowing the user to unlock the various contents of the digital archive.