A 1.500-square-meter stand designed to highlight the surprising biodiversity of Friuli Venezia Giulia and the wealth of its food and wine culture. Designed in collaboration with PromoTurismoFVG, the project stands out for its duality: the base of the stand –earthy, tactile, and intentionally monochromatic– contrasts with its soaring upper section, where ethereal graphics are printed on suspended fabric panels. This interplay of contrasts reaches upward, where 25 words inspired by Friuli-based heritage and values appear throughout the space. A second, striking visual element is the large, suspended illuminated sign spelling out “Friuli Venezia Giulia” –a clear choice to emphasize local pride and serve as a strong visual anchor for the thousands of expected visitors. Beneath the large sign, various areas of the installation coexist within a layout that is orderly, intuitive, and functional. The central entrance welcomes guests into a large plaza enhanced with emotionally impactful digital content displayed on expansive video walls. Moving further inward leads to the wine bar, a space that combines the value of local wines with expressive materials. In the tasting room with its 25 unique chairs, the wish is to highlight the creativity and productivity of the region in the furniture sector.

Inspired by the geometric precision of vineyard rows 80 distinct exhibit areas find place inside the exhibition, each dedicated to an individual wine producer. The visual appeal of the wine producers’ section is elevated by wooden totem-like sculptures that double as design features. Given the unique nature of Vinitaly, the project places special attention on acoustic comfort: sound-absorbing wood wool materials have been integrated into all meeting areas and wherever possible, helping reduce background noise and improve the overall experience for both professionals and guests. The new exhibition concept for the Friuli Venezia Giulia Region is crafted as a spatial narrative in which every element celebrates the land and its unique features. “A philosophy of order and simplicity runs through the entire project—not a repetitive series of visual concepts, but a mosaic of identities that together tell the story of Friuli Venezia Giulia and its ability to embody equal and opposite forces. Each producer has been given the opportunity to shine in a context of strong visual expression—where passion and human knowledge are the true protagonists.”.