PromoTurismoFVG

Tourism

Concept, outdoor stand, indoor stand, communication materials, staff materials, corporate materials, public-facing materials

Vinitaly is the premier international wine event. For its 57th edition, it showcased the Friuli Venezia Giulia region’s new concept, “Connessioni d’eccellenza” (Connections of Excellence), and its newly unveiled stand: a completely redesigned 1,500-square-meter space featuring eighty selected regional wineries and over 5,700 bottles available for tasting. This display represents the territory’s entire winemaking heritage—spanning eleven DOC zones and two IGT areas—with a total of approximately 500 labels.

The new concept unfolds as a journey beginning deep within the earth, designed to tell the story of wine starting from the soil and tracing its entire transformation from seed to fruit.

It is the vine roots—captured in all their naturally expressive power—that tell the story of a region where winemaking traditions endure, passed down through generations via spontaneous gestures and rituals that remain unchanged over time.

Yet, these roots also serve as a point of contact—or rather, a connection—linking the wine landscape to broader vistas, from the sea and mountains to the cities, celebrating the region in all its multifaceted glory.
The “Connessioni d’eccellenza” slogan serves as a regional manifesto, giving the pavilion a powerful voice and heralding an immersive experience where wine, culture, and territory enhance one another. It is a celebration of the product in which *lidris*—the Friulian word for “roots”—take center stage in the visual narrative, acting as a universal symbol of biodiversity and a rich tapestry of languages, producers, traditions, and connections.

Inside, the pavilion—designed by Visual Display—is conceived as a “cabinet of wonders.” Here, the monumental photographic roots from the exterior transform into illustrated, tactile elements that welcome visitors. Rounding out the communications concept are decorative roll-up banners, document folders, corporate invitations, and flyers, as well as placemats for masterclasses and tastings, and uniforms for staff.