CAMA52’S INNOVATIVE EXPERIENCE

Cama52’s Innovative Experience

At the heart of SIGEP 2024, a leading trade fair for the pastry and catering industry, we created an effective and innovative exhibition experience for IFFCO Italia, a giant in the edible cream industry. This year, IFFCO made its debut at SIGEP and chose us to manage its brand presence at the fair.

IFFCO’s goal was clear: to create a space that was not just a stand, but a stage where the flagship product, Pristine cream—designed for industry professionals—could take center stage. The concept by Milanese architect Leonardo Sollami was ambitious: to draw attention to the kitchen where resident chef Tommaso Foglia would host multiple live cooking shows.

The stand design, covering 230 sqm, was therefore focused around this area and included a welcoming zone encouraging interaction and discovery. The heart of the setup was the kitchen, conceived not only as a demonstration space but as the core of the brand experience, surrounded by lacquered arches and spiral curtains evoking the softness and purity of IFFCO’s products.

Our greatest challenge was executing the carpentry design with excellence and precision, where every detail had to reflect the high quality and meticulous attention to detail that IFFCO dedicates to its products. This meticulous work required deep material knowledge and technical mastery to ensure each element met both design and functional requirements.

During installation, our team had to address challenges posed by the typical winter temperature variations. The choice to use high-quality lacquered materials proved crucial, as it ensured aesthetic and structural integrity despite temperature fluctuations within the exhibition space. Our expertise in selecting suitable materials and crafting with precision guaranteed that the stand shone in all its beauty throughout the event.

Collaborating with IFFCO for SIGEP 2024 was an opportunity to demonstrate our ability to interpret and transform client visions into tangible reality, providing not just an exhibition space but an engaging experience reflecting IFFCO’s values and excellence. The success of this project confirmed once again that listening to client needs before and during the design and execution phases is a winning approach.