Pavilion 5, Lingotto building, Turin.
Lavazza is leading in several countries over the world a series of social sustainability projects, based on the production of the ¡Tierra! coffee.
Sustainability was therefore a major topic and had to appear openly in the communication offered to the stand’s visitors. It was very important to transmit the credibility of a project that was much more than a communication campaign.
Our suggestion, which later proved to be a success, was to ‘meta-communicate’ by means of an accurate choice of building materials and techniques, in order to produce a ‘visibly’ sustainable display.
This allowed us to be coherent with the message and believable in our presentation of the product.
Once dismantled, our stand was awarded an A/B class certificate of sustainability.