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.