The importance of emphasizing the origin of the product in the exhibition stand: Tenuta Montemagno's case
In the collective imagination, the fair represents an event in which the best companies in the same sector gather to exhibit their products to the visiting public. In recent years, the fair has evolved from hosting simple stands of companies in which to merely sign contracts with new customers and exhibit their flagship product, it has moved on to welcoming sophisticated stands with a refined design capable of attracting the attention of visitors. and to communicate immediately, thanks to distinctive elements, the identity and values of the company. The fair, therefore, has become a unique opportunity and an unmissable showcase for companies.
A sector in which the quality of the product is synonymous with the expression of the values of its brand is the wine sector. The correct narration of the history of wine, its value and corporate identity play a fundamental role in the positioning of the brand in the eyes of the consumer.
Context
Vinitaly is an international wine and spirits fair held in Verona. Since 1967 it has actively contributed to the growth of the wine system, creating business opportunities in Italy and around the world, favoring networking opportunities between producers and professionals in the sector. The data collected indicate Vinitaly as the most important international wine fair in Europe: every year there are more than 4,000 exhibitors and about 150,000 visitors per edition, including producers, restaurateurs, journalists and opinion leaders.
The fair promotes the culture of wine through qualified training courses, enhancing companies that invest in quality, and digital tools that shorten the distances between continents, facilitating processes and the management of relationships with customers and the market.
Company
The Montemagno Estate of the Barea family produces fine wines from Monferrato, an area rich in history and the work of trained personnel ready to give life to unique productions.
As tradition dictates, the operations of harvesting, vinification and aging take place in the ancient frescoed cellars of Tenuta Montemagno, equipped with cutting-edge technologies. Here a limited production of bottles for each label are kept, to offer the utmost attention to every little detail, in the vineyard and in the cellar.
The winery also makes use of the collaboration with the oenologist Gianfranco Cordero. Every year the company presents great DOC and DOCG wines, some of which have already entered the best guides in the sector.
Objective
During the previous editions of Vinitaly, Tenuta Montemagno has always presented itself under the great wing of the Barbera d’Asti e Vini del Monferrato Consortium, but from 2019 it has decided to return with its own stand in which to express the style of Tenuta Montemagno, given the maturity reached for the Monferrato winery.
The idea of the stand developed by Domino Communication together with Tenuta Montemagno was, therefore, to design a space with a strong visual and design impact that would stimulate visitors to cross the threshold, ideally entering the cellar, to breathe the atmosphere of the Relais & Wine di Montemagno, and visually learn the provenance and origin of wine.
The elements that inspired the architectural development of the stand were: the experience that the wine enthusiast lives in Montemagno, the winery and the land that is trampled on while exploring the Monferrato hills among the branches.
Solutions
Manaly took care of realizing the exhibition set-up, conceived by Domino Communication, producing a barrel-shaped booth with noble materials.
Inside, a site-specific display was created and placed along both lengths of the stand, designed to keep the Tenuta’s bottles tilted, to allow easy reading of the labels, and a focal point: a glossy lacquered square. , where to place a multilayer display with an essential and light design – in such a way that it could contain the different types of soil in which the typical vineyard grows. The complete range of the TM Brut line was then placed on top. The result visually reminds the visitor of the origin and provenance of the wine.
Criticality
The criticalities of this order: the creation of 5 thin arches of 8 meters each in laminated fir wood (3 layers), for the barrel-shaped stand cover, which having to be slender and stable at the same time, involved numerous calculations engineering and static; the creation of the wine display: to enhance the labels of the bottles that are unique in the wine scene, a system had to be studied to keep them tilted. Finally, to give greater prominence to the complete range of the TM Brut line, a double job had to be carried out: the first, the creation of a glossy lacquered square, positioned in the foreground, on which to place the display to give it greater prominence, putting in highlights the tendril of the vine, a distinctive sign of the Estate; the second, the creation of an ad hoc display in iron, wood and plexiglass specially designed by Manaly. This element is composed of three superimposed layers: one of earth, one of opal plexiglass with lighting to highlight the bottles and the plexiglass cylinder containing the bottles.
Conclusion
Translating the customer’s idea into reality required a lot of work and above all a continuous dialogue with Domino Communication. Finding the most suitable practical solution to the client’s request involved a copious number of practical tests. Thanks to the intense exchange of information within the working group, it was possible to find the right solution capable of responding to the customer’s needs: an attractive stand mirror of the corporate identity and capable of giving the right visibility to the wide range of wines produced by the Estate.
