Salone del Gusto 2008

Agency: Up!
Client: Slow Food
Tagged in: Stands, fairs & shows

Overview / Objectives

  • Prepare venue, stands, infrastructure etc. for 200.000 visitors for the International Salone del Gusto at Lingotto Fiere
  • In accordance with the philosophy of “good, clean and fair”, the aim of the project, part of the Torino 2008 World Design Capital program, is the progressive reduction of the environmental impact of the event
  • New sustainable models of consumption have been developed, and outputs, such as waste and materials to produce stands, recycled for other processes, giving them new economic value

Strategy / Solution

  • All stands have been projected and realised with Celenit, eco-compatible material
  • All graphics have been printed on recycled paper


  • Over the event’s five days, around 180,000 visitors flocked to Turin’s Lingotto exhibition center, up four % from the previous edition in 2006
  • The presence of visitors from outside Italy was strong, estimated at about 25% of the total, mostly Americans, but also with many from Asia and Eastern Europe
  • The uniting of environmental and gastronomical themes which has always distinguished the Salone from other food and wine fairs was once again greatly in evidence