Design of the institutional stand design for Togni Group

Telling a story, creating distinction, and uniting two expressions of Italian sparkling wine

Designing a booth capable of representing two distinct brands—each with its own target and language—without blending them or allowing one to overshadow the other was the challenge we embraced for Togni, a Marche-based group with a strong presence in the wine market through two prominent labels:

– Rocca dei Forti, a producer of sparkling wines for the large-scale retail market

– Centinari, a line of sparkling wines dedicated to the premium HoReCa channel

Two identities, one booth.

The goal was ambitious: to design an institutional booth that could host both brands at two of the most important international wine and beverage fairs, Vinitaly and Prowein, showcasing their identities while avoiding any overlap or internal “visual competition.”

In a crowded and competitive exhibition environment, the solution needed to be:
– Bright and recognizable from a distance
– Modular, allowing for reuse and adaptability to different spaces
– Graphically neutral, yet visually striking
– Cost-optimized, without compromising quality or visual impact

Coordination, dialogue, and a holistic vision

In collaboration with NokArk and Arch&a, we developed the creative and strategic concept for the booth, translated into a modular structure that successfully combined aesthetics, functionality, and logistical needs. We were also responsible for the 3D modeling and rendering of the final proposal, as well as coordinating the efforts between designers, the client, and suppliers.

Modular concept: an architectural design that allows the brands to shine

The project materialized in a central, single-block structure—visually compact and uniform—but internally articulated to host the two distinct identities of the group

The two brands were developed on opposite sides of the booth, each with its own brand identity graphics—distinct yet integrated into a unified and harmonious system. There were no excessive decorations or oversized bottle displays: the stylistic choice was essential and institutional, allowing the physical products, showcased in dedicated niches, to speak for themselves.

The booth was structured with:

1

Light scaffolding

covered with semi-transparent white fabrics, reflecting light and enhancing the sense of openness.

2

Solid volumes

to define the service areas.

3

Elevated mezzanine

that houses a private meeting room, designed for meetings with stakeholders.

A stand that made an impact

The final result was a bright, elegant, functional, and highly recognizable space, capable of standing out even next to large, complex booths, while giving voice to two brands with different characters and positioning.