Friuli Venezia Giulia Exhibition

Alessandro Paderni / Eye Studio

• Interior Architects

Telling the story of the wine world by connecting it to its land and increasingly focusing on people and their passions. The new institutional exhibition concept by Visual Display, in close collaboration with PromoTurismoFVG, debuted at Vinitaly 2025: a 1.500-square-meter stand designed to highlight the surprising biodiversity of Friuli Venezia Giulia and the wealth of its food and wine culture.
Though its official debut is at the Verona trade fair, the exhibition model was designed from the outset by the Udine studio to be flexible, modular, and replicable — aiming to represent Friuli Venezia Giulia at national and international trade shows for years to come.

photo_credit Alessandro Paderni / Eye Studio — Alessandro Paderni / Eye Studio

The Power of Contrasts_Designed by Visual Display in collaboration with PromoTurismoFVG, the project stands out for its duality: the base of the stand—earthy, tactile, and intentionally monochromatic—contrasts with its soaring upper section, where ethereal graphics are printed on suspended fabric panels. This interplay of contrasts reaches upward, where 25 words inspired by Friuli-based heritage and values appear throughout the space.
A second, striking visual element is the large, suspended illuminated sign with bold letters spelling out “Friuli Venezia Giulia”—a clear choice to emphasize local pride and serve as a strong visual anchor for the thousands of expected visitors.

Design Focused on Tidiness and Comfort_ Beneath the large sign, various areas of the installation coexist within a layout that is orderly, intuitive, and functional. The central entrance welcomes guests into a large plaza—the quintessential gathering space—enhanced with emotionally impactful digital content displayed on expansive video walls.
Moving further inward leads to the wine bar, a space that combines the value of local wines with expressive materials—like counters made from reclaimed wood planks and milking stools handcrafted by Friuli-based artisans. Even in the tasting room—located in the stand’s more private second block and considered the premier technical and educational space, Visual Display wished to highlight the creativity and productivity of the region. Here, 25 unique chairs—each different from the next—tell the story of local companies that have brought Friuli-based design, craftsmanship, and reputation to the world stage.

Eighty Spaces for Eighty Producers: Personalized and Easy to Access_ Inspired by the geometric precision of vineyard rows, the Udine-based studio designed 80 distinct exhibit areas, each dedicated to an individual wine producer. Every exhibitor will have a personal, functional, and clearly signposted space with easily identifiable signage across all media.
The visual appeal of the wine producers’ section is elevated by wooden totem-like sculptures that double as design features—helping visitors identify exhibitors while also highlighting their individuality.
Given the unique nature of the trade fair contest, the project places special attention on acoustic comfort: sound-absorbing wood wool materials have been integrated into all meeting areas and wherever possible, helping reduce background noise and improve the overall experience for both professionals and guests.

Multiplying Means Adding Value_Visual Display has crafted the new exhibition concept for the Friuli Venezia Giulia Region as a spatial narrative in which every element celebrates the land and its unique features. “A philosophy of order and simplicity runs through the entire project—not a repetitive series of visual concepts, but a mosaic of identities that together tell the story of Friuli Venezia Giulia and its ability to embody equal and opposite forces. Each producer has been given the opportunity to shine in a context of strong visual expression—where passion and human knowledge are the true protagonists.”.