The design for the new booth at Vinitaly 2026 stems from the desire to translate the company’s refreshed brand image into an immersive spatial experience that strongly conveys its identity. In a dynamic setting like a trade show, the architecture of the booth design plays a primary communicative role, becoming the brand’s three-dimensional manifesto.
The concept takes shape from the company’s most iconic element: the famous diamond-cut bottle, transformed for the occasion into the generative matrix of the entire compositional structure. The entire structure, in fact, is configured through a modular system composed of green-stained wooden blocks. Each individual module features a wooden perimeter frame and diagonal elements that, by joining together and repeating in a precise geometric pattern, recreate the characteristic diamond-shaped motif: this rhythmic pattern not only ensures flexibility and speed of assembly but also defines an aesthetic language that immediately evokes the facets of the diamond-cut glass, making the booth unmistakable even from a distance.
In terms of floor plan, the exhibition space is bounded and defined by two imposing “L”-shaped structures created by stacking blocks on top of one another. The balance between solid and void finds its fullest expression in the main wall: here, the architectural backdrop gradually dissolves as the modules are stripped of their infill, transforming into elegant integrated display cases where the bottles take center stage, framed by the geometry of the wood. The two perimeter walls also house strategic connecting elements: on one side, an entrance portal welcomes and guides visitors; on the other, a window opens directly onto the tasting counter. A compact central volume, used for storage and restrooms, manages internal traffic flow and mediates between the tasting area and the counter’s operational zone, optimizing the use of the space by blending aesthetics and functional efficiency into a single design solution.
DISCOVER THE OTHER
PROJECTS
