Wine and exhibit design in the spotlight

Every exhibit design project is born from the balance between aesthetics, functionality and storytelling. With Grandi Langhe, one of the most representative events in the international wine industry, this balance becomes even more central: the exhibit must enhance not only the wines being tasted, but also the territory that generates them.

Since 2019 we have been following the evolution of the event, designing spaces conceived to welcome operators, producers and journalists in a functional, orderly and consistent path with the identity of the Langa and Roero appellations. Every element such as counters, stations, lighting and graphics is designed to transform the tasting into an immersive, clear and fluid experience.

Spatial identity and functionality in the spaces of Great Langhe

The first editions, hosted at the Palazzo Mostre e Congressi “G. Morra” in Alba, called for essential but highly functional solutions. Our job was to transform the designers’ concepts and the Consortia’s requests into concrete elements, consistent with the image of the event:

• Modular and easily mountable circular counters
• Linear stations with clean and neat tasting surface
• Open shelving to support displays and services
• Integrated lighting to enhance bottles and materials

These arrangements ensured visual lightness, clarity of paths, and an aesthetic impact consistent with the narrative of the Langhe.

An ever-evolving event: from the first editions to 2025

With the arrival at the OGR in Turin (2022), the event grows, and with it the complexity of the layout grows. The design expands, introducing more intricate solutions:

• Curved structures with hundreds of locations
• Backlit tops for increased visibility and elegance
• Matching stools designed for comfort and visual order
• Suspended graphic boxes to increase recognizability
• Integrated ledwalls for dynamic and institutional content

In 2024, with 300 wineries and more than 5,000 operators from 30 countries, the event is consolidated as an international reference of Italian wine. Design becomes more narrative, able to tell tradition and innovation through shapes, materials and light.

2025: the new linear configuration

For the ninth edition, hosting 500 wineries and more than 5,000 visitors, we completely rethought the layout according to the geometry of OGR:

• Linear system that follows historical tracks
• 14-meter, multilevel central display stand
• Over 400 bottles on display, with museographic layout
• Dedicated press room with 12 double station tables for more than 150 journalists

Solutions designed to improve usability, space, aesthetics and order during tasting and professional moments.

Synergy between design, production and editing

Our approach integrates all phases of outfitting: executive design, in-house production, supplier coordination, and on-site assembly.

Collaboration with local professionals and the technical supervision of Federico Verdi, Exhibit Manager of Saglietti Group, ensure accuracy and consistency in every detail.

A complete service: from concept to final set-up

Materials, finishes, and construction solutions are selected to ensure strength and safety, ease of assembly/disassembly, visual uniformity, and operational functionality in high-attendance events: a complete service from concept to final set-up. Each edition of Grandi Langhe represents an evolution of our method: listening to the needs of the Consortia, translating them into physical solutions and building experiential environments consistent with the identity of the territory.

Our staples:

• Modular and adaptable spaces
• Design consistent with the territorial narrative
• Optimized functionality for professional tastings and meetings
• Precision construction guaranteed by in-house production and supplier network

From the first circular counters to the large scenic counter in 2025, each element contributes to a goal: to accompany the growth of the event with design solutions that enhance the wine and the territory that represents it.

Photo credits: Courtesy of Consorzio di Tutela Barolo Barbaresco Alba Langhe Dogliani.

Are you an institution, museum, or foundation?

Tell us about your project: we create tailor-made installations, educational spaces and narrative paths for territories, museums and cultural institutions. Contact us to design and create immersive and educational environments that enhance your heritage.

Pasta Berruto exhibition booths

From SIAL in Paris to ANUGA Cologne, passing through TUTTOFOOD Milan: an exhibition design journey that tells the story of Pasta Berruto through materials, shapes and languages capable of combining tradition and innovation. A journey that Saglietti Group has undertaken in close synergy with the company, creating spaces that speak of product, identity and Italian culture.

Exhibit design for the Made in Italy

Designing a booth that tells a century of craft

The exhibition project for Pasta Berruto was born in 2022 on the occasion of SIAL in Paris, one of the world’s reference events in the agrifood sector. The goal was clear: to translate into spatial language the message “Innovation arises from tradition,” a perfect synthesis of theidentity of a historic brand that looks to the future without forgetting its roots.

The booth, designed by Saglietti Group, features theuse of natural materials such as birch, open and flexible layouts, andmeticulous attention to user experience. Key elements of the design include:

• A Piaggio Ape converted into a tasting corner, a symbol of pasta as a daily ritual and a point of direct contact with the product
• An exhibition area structured like a collector’s display case, where Berruto ‘s five Pasta lines (Le Ruvide, Le Regionali, Gusto e Benessere, Bio and Bio Integrale, Gluten Free) are narrated with museographic criteria
• Differentiated seating, high and low, to create tailored spaces for dialogue and tasting
• Natural installations, such as the Italian ears of corn on display, emphasizing the link between pasta, territory and raw material

Subsequent booths – TUTTOFOOD 2023 and ANUGA 2023 – have taken up and consolidated this design framework, adapting to the specifics of each event and introducing new solutions to optimize flows and enhance the immersive visitor experience.

From product to art

An exhibition collection between street art and heritage

Starting in 2024, in synergy with Pasta Berruto‘s communications agency, Saglietti Group has been responsible for theevolution of the concept into an artistic key. The new design title – “The Art of Tradition, The Art of Innovation ” – opens to an explicit dialogue with the world of art and visual culture.

The layout takes the form of a true museum of taste:

• Pasta packages become artistic objects reinterpreted with pop and urban languages, thanks to the creative contribution ofart director Vito Jr Battista
• Scenic details, such as the reinterpretation of Picasso’s Dove of Peace with a paste butterfly in its beak, or the citation of Cattelan’s Banana replaced by a Rigata Pen fixed with tape, introduce an ironic and provocative tone
• The technical passage to the warehouse area is integrated into the visual narrative, graphically transforming into a mock fire door on a street art background, demonstrating how function and storytelling can coexist

Museum-style guiding columns, customized displays for Pasta 1881, Arrighi and Italpasta lines, and paneling made of natural materials that confirm the link with the agricultural world and the quality of the supply chain complete the experience.

Design your next booth with us

The experience gained alongside Pasta Berruto confirms how exhibit design is a strategic lever to tell asolid, contemporary and recognizablebrand identity. Each stand is a piece of a shared growth path, where space becomes a narrative and design becomes a spokesperson for culture, innovation and Made in Italy.

Do you want to bring your brand to the fair with a customized booth?
Contact us. Saglietti Group is by your side to build exhibition experiences that leave their mark.

On the occasion of the national final of STEM Racing Italy 2025,
Saglietti Group
oversaw the design and implementation of the pit display for the team
Photon Racing, set up inside the logistics headquarters of the
Scuderia Ferrari in Maranello. An atypical but extremely
challenging, in which lightweight solutions, tight technical constraints, and
short timeframe highlighted the group’s ability to
Adapting one’s approach to unconventional contexts.

A technical pit display, adjusted to the millimeter

Shaping team narratives within constrained spaces

Saglietti Group ‘s contribution to the project involved the creation of a
Display station consistent with the brand identity of the Photon Racing team, consisting of:

• Immersive, personalized graphics
• Custom-made carter for monitor
• An integrated LED lighting system
• A lightweight, modular and easily self-assembled structure

The entire booth was developed respecting
extremely strict dimensional and functional parameters:
weight, footprint and material limits provided by the
F1 in Schools international regulations. An additional constraint was that the booth had to be
entirely assembled by the student team, with no outside support.

To facilitate this step, Federico Verdi,
Exhibit Sales Manager of Saglietti Group, directly supported the team in the
assembly training, taking action in advance at the event site. A gesture that testifies to a fundamental principle of the group:
Anticipate critical issues and ensure autonomy for the principal, including in educational settings.

Virtuous collaborations for off-track challenges

Saglietti Group ‘s participation in the competition took place as the
technical sponsor, in collaboration with Famar Group, a company active for more than 50 years in the design of precision machine tools. Partner and main sponsor of the Photon Racing team,
Famar chose to invest in the educational project by supporting a group of students from a scientific high school – the only non-technical entity among the participating institutions.

For Saglietti Group, contributing to the realization of this project has meant.
Transfer professional skills and methods in an educational setting, providing know-how, tools and vision.

Technique, simplicity, performance

The project was an effective synthesis of:

• Aesthetic and communication needs of the team
• Technical feasibility in autonomy
• Extremely short lead times

Saglietti Group ‘s ability to work under constraint,
simplifying complexity and
returning a high-performing product, enhanced the students’ experience and confirmed the soundness of the operating method even in non-ordinary contexts.

Do you have an idea to build? Let’s talk about it

Even when working with extreme constraints, tight schedules or unusual scenarios,
Saglietti Group
remains a reliable and precise partner, able to interpret the design vision and transform it into a concrete and functional space.

Contact us to tell us about your project.