Environmental and social sustainability in the exhibition stand: the challenge of Caffè Diemme

Being able to convey corporate values through temporary installations is the main mission for designers, planners and craftsmen who, like us, design and build exhibition spaces within major national and international fairs. The choice of architectural forms and raw materials, the organization of spaces, the use of colors and lights and the graphic development are elements of fundamental importance in the realization of the corporate brand identity.

An example of success is represented by the stand that Manaly created at Host 2021 for Diemme Industria Caffè Torrefatti S.p.A .; Venetian company leader in roasting, founded in 1927, and present with its products in Italy and in over 40 foreign countries in the Ho.Re.Ca., O.C.S. and retail.


HostMilano is the world fair dedicated to the world of catering and hospitality. It is held every two years and offers everything you need for a successful venue: from raw materials to semi-finished products, from machinery to equipment, from furnishings to the table, with an in-depth look at trends, technologies, innovations.

A unique exhibition concept that combines vertical specialization with supply chain affinities and offers an international insight into changes, consumption patterns and new hospitality formats. The 2021 edition, the first after the forced stop due to the pandemic, recorded 1345 exhibitors from 43 different countries, and over 110,000 visitors from all over the world.


The culture and passion for roasting run in the blood of the Dubbini family, who have been at the helm of Diemme Industria Caffè Torrefatti since 1927, and are now in its third generation. The well-established roasting industry was founded by Romeo Dubbini in Padua and developed over the years with dedication, first by his son Giulio and currently by his grandsons Giannandrea and Federico Dubbini.


The main objective of Caffè Diemme for Host 2021 was to be able to communicate its idea of sustainability, without distorting the brand identity of the brand, as well as presenting the three thematic areas of the company’s products: History, Specialty and Sustainability.

For Diemme, sustainability means being able to develop direct relationships with farmers by actively participating in the production of value for the communities involved in the coffee supply chain. Caffè Diemme is committed to supporting local projects, giving a voice to bodies and organizations that promote the well-being of communities close to coffee plantations, with activities with a strong social and environmental impact, such as women’s empowerment, access to education and implementation. of water resources.

For this reason, the stand wanted to mix eco-sustainable raw materials, emotional illustrations with a strong visual impact, which would explain the activities undertaken.


The stand was entirely developed by Manaly: from the creative concept phase to the choice of raw materials, from construction in the carpentry workshop to assembly at the fair.

To be able to communicate the idea of ​​sustainability to the visitor, it was decided to create three large totems with rough wooden boards coming from the crashes of the Vaia storm, an option that allowed to highlight the qualities that have always distinguished wood (roughness , perfume, color tones, veins, etc.). These elements had an aesthetic and display function, in fact, shelves were created specifically to display the products in a particular and lively way.

Although wood was the main material, it was important to find a way to differentiate the three areas each dedicated to a flagship product. It was therefore decided to characterize every single area through the finishes of the work benches:

  • HISTORY: made with a stone finish representing the historicity of the line;
  • SPECIALTY: made with a black body finish to recall the elegance of the line’s packs;
  • SUSTAINABILITY: completely covered in cork to convey a natural feeling to the visitor.


In order to describe the results obtained, we asked for the help of Michela Carraro, Marketing Manager of Diemme Caffè, who agreed to share her views on the matter with us.

  • Where did the decision to create a “sustainable” stand come from? And how do you evaluate the final result?

For us, sustainability means establishing solid partnerships that grow over time. It is to be proud to tell a family story that has its roots in almost 100 years of history. It is constant development over time. It is the search for materials and wrapping that can have less and less impact on the environment. But in our world, sustainability also means developing direct relationships with farmers by actively participating in the production of value for the communities involved in the coffee supply chain: it is supporting local projects, giving a voice to entities and organizations that promote equity by improving the well-being of communities close to coffee plantations. From all this arises the need and the decision to create a “sustainable” stand while remaining faithful, also thanks to the materials chosen with Manaly, for the creation of totems to our origins rooted in Veneto.

The final result was excellent, a material stand with an impact that managed to combine all the needs of the company and communicate them to the Host public.

  • How important is a fair as Host in the strategy of Diemme Caffè today?

We believe that Host is currently the most important fair for Ho.re.ca. and the Food Service and allows operators to orient their business and enhance international relations. Unfortunately in the last edition, due to Covid and international restrictions, the big players from the Middle East, Asia and the United States were missing, but the European operators present were of the highest quality. We hope that in 2023 there will be a return to the great pre-pandemic flows, however Host remains a fair where it is essential to be there.


To be able to correctly convey the values that distinguish a company, a careful study of them is essential, through full sharing between the company and designers. Only in this way is it possible to create architectural and visual solutions that go beyond the mere aesthetic function, taking part in a real corporate communication strategy.