{"id":281386,"date":"2026-02-12T11:12:58","date_gmt":"2026-02-12T10:12:58","guid":{"rendered":"https:\/\/sagliettigroup.it\/exhibit-design-and-recognizability-the-ferrero-case\/"},"modified":"2026-03-13T16:28:47","modified_gmt":"2026-03-13T15:28:47","slug":"exhibit-design-and-recognizability-the-ferrero-case","status":"publish","type":"post","link":"https:\/\/sagliettigroup.it\/en\/exhibit-design-and-recognizability-the-ferrero-case\/","title":{"rendered":"Exhibit design and recognizability: the FERRERO case"},"content":{"rendered":"

In the world ofexhibit design<\/strong>, the task is not simply to build stands, but to translate the essence of a brand into a physical space that is instantly recognizable. Saglietti Group, in collaboration with Archiland<\/a>, has turned this vision into reality for Ferrero<\/a>, creating modular and iconic exhibits capable of telling thecorporate identity<\/strong> and generating meaningful relationships<\/strong> with international audiences. <\/p>\n

<\/div>\n

From Piedmont to the World: the Ferrero Identity<\/h2>\n
<\/div>\n

Ferrero<\/a> was founded in Alba in 1946 as a small family confectionery shop and today boasts more than 35 iconic brands-from<\/strong> Nutella\u00ae to Kinder\u00ae, Ferrero Rocher\u00ae to Tic Tac\u00ae-distributed in more than 170 countries. The brand retains values such as tradition, product quality and responsibility, fundamental elements that Saglietti Group wanted to translate into every detail of the stands for international trade fairs. <\/p>\n

<\/div>\n

Seven Years of Consistency and Innovation<\/h2>\n
<\/div>\n

From 2019 to 2025, Saglietti Group created seven editions of the Ferrero<\/a> stand at the TFWA World Exhibition & Conference<\/a> in Cannes, the leading event dedicated to travel retail. The goal was tocreate spaces where the brand was recognizable even before reading the name<\/strong>: a consistent and recognizable design, capable of transforming the point of sale into a strategic touchpoint.
\nThe project is based on a simple but powerful concept: continuity and adaptation. The Ferrero<\/a> stand maintains a basic identity structure, evolving through targeted changes at the functional, graphic and narrative levels. This strategy not only ensures immediate recognizability, but also optimizes materials and resources, reducing waste and increasing the sustainability of the set-up<\/strong>. <\/p>\n

<\/div>\n

Structure and Functionality: the Heart of the Stand<\/h2>\n
<\/div>\n

The stable shell of the stand is the core of Ferrero<\/a>‘s identity, designed to be recognizable even from a distance thanks to iconic elements such as the metalized gold color, calibrated through testing and sampling since 2018. Around this core, Saglietti Group has integrated
\nB2B meeting areas designed to facilitate direct relationships with visitors;
\ninteractive and playful spaces<\/strong>, such as the Globetrotter Game, to tell the Ferrero world in an engaging way;
\nNarrative displays<\/strong> dedicated to sustainability, quality and responsible supply chains;
\nmazes and audio cornets for an immersive experience of products and manufacturing processes.Attention to detail and engineering allows abstract concepts to be transformed into concrete physical experiences, where architecture and storytelling come together coherently.<\/p>\n

<\/div>\n

Collaboration and Recognition<\/h2>\n
<\/div>\n

The strength of the project lies in the synergy between Archiland<\/a> and Saglietti Group: architect Paolo Maldotti defined the original architectural concept, while Saglietti Group handled the engineering and implementation. The result is a format that is replicable in conceptual structure<\/strong>, but adaptable to brand evolutions and new products, from classic Ferrero Rocher to more recent acquisitions in the biscuit segment. <\/p>\n

<\/div>\n

Booth as a Place of Relationship<\/h2>\n
<\/div>\n

In addition to being a communication and branding tool, the Ferrero<\/a> booth is designed as a meeting space. Meeting areas and informal spaces such as the coffee corner allow buyers and visitors to have animmersive experience, balancing work, dialogue and conviviality<\/strong>. Design becomes a tool for relationships, not just for display. <\/p>\n

<\/div>\n

Design, Continuity and Innovation<\/h2>\n
<\/div>\n

The Ferrero<\/a> journey demonstrates how exhibit design can tell the<\/strong> story of a brand’s identity without ever losing consistency.<\/strong> The combination of architectural design, engineering, and experiential storytelling enables the creation of spaces that
\nreflect the brand’s history and values<\/strong>,
\ngenerate immediate recognition,<\/strong>
\nfoster meaningful interactions with the public<\/strong>. <\/p>\n

For Saglietti Group, each project is a balance between tradition and innovation, between aesthetics and functionality where continuity is not a limitation but a strategic value.<\/p>\n","protected":false},"excerpt":{"rendered":"

In the world ofexhibit design, the task is not simply to build stands, but to translate the essence of a brand into a physical space that is instantly recognizable. Saglietti Group, in collaboration with Archiland, has turned this vision into reality for Ferrero, creating modular and iconic exhibits capable of telling thecorporate identity and generating […]<\/p>\n","protected":false},"author":3,"featured_media":281401,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_et_pb_use_builder":"","_et_pb_old_content":"","_et_gb_content_width":"","_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[63],"tags":[],"class_list":["post-281386","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-events-and-exhibition-setups"],"acf":[],"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/sagliettigroup.it\/en\/wp-json\/wp\/v2\/posts\/281386","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/sagliettigroup.it\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/sagliettigroup.it\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/sagliettigroup.it\/en\/wp-json\/wp\/v2\/users\/3"}],"replies":[{"embeddable":true,"href":"https:\/\/sagliettigroup.it\/en\/wp-json\/wp\/v2\/comments?post=281386"}],"version-history":[{"count":2,"href":"https:\/\/sagliettigroup.it\/en\/wp-json\/wp\/v2\/posts\/281386\/revisions"}],"predecessor-version":[{"id":281887,"href":"https:\/\/sagliettigroup.it\/en\/wp-json\/wp\/v2\/posts\/281386\/revisions\/281887"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/sagliettigroup.it\/en\/wp-json\/wp\/v2\/media\/281401"}],"wp:attachment":[{"href":"https:\/\/sagliettigroup.it\/en\/wp-json\/wp\/v2\/media?parent=281386"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/sagliettigroup.it\/en\/wp-json\/wp\/v2\/categories?post=281386"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/sagliettigroup.it\/en\/wp-json\/wp\/v2\/tags?post=281386"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}