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.
Context
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.
Company
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.
3
Product areas
624
N° of wooden planks (Tempesta Vaia)
200K
Visitors to Host
Objective
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.
Solution
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.
"For us, sustainability is establishing solid partnerships that grow over time. It is being 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 wrappers that can impact less and less 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 means supporting local projects, giving voice to bodies and organizations that promote equity through improvement of the well-being of the communities close to the coffee plantations.From all this arises the need and the decision to create a "sustainable" stand remaining faithful, also thanks to the materials chosen with Manaly, for the realization of the totems to our origins rooted in Veneto The end result was excellent, a material stand with an impact that managed to combine all the company's needs and communicate them to the Host public."
— Michela Carraro, Marketing Manager of Diemme Caffè
