Barilla - Consumer Promotions

50 m²
casa Barilla
1 italian
show kitchen
Barilla stories

Barilla trade fair booth at the Internorga – Hamburg

Design and implementation of the Barilla trade fair booth in „Casa Barilla“ style at the Internorga in Hamburg.

Tasks & Goals

Under the slogan „the kitchen is the new living room “, the task was to create and implement an exhibition area for the Italian pasta specialist at the Internorga, trade exhibition for the gastronomic and hotel industry. The goal was to create a holistic brand experience surrounding the traditional company and its pasta specialties.

Idea & Implementations

In the 50 m² exhibition booth, EAST END designed comfortable seating areas and a show kitchen where two chefs prepared pasta dishes. With „Casa Barilla“ EAST END brought the numerous Barilla products to life and offered the trade fair visitors room for conversation and joint brand experiences in a welcoming atmosphere. During the live cooking show, visitors could directly experience the pasta specialties and hear about the exciting stories surrounding the Barilla products.


The „Casa Barilla“ offered the trade fair visitors a comprehensive brand experience. The total concept created a closeness between brand and visitor, intensified the customer bond and made individual products a haptic experience with stories and live cooking shows.

Want to know more?

Vera Struck
Marketing & Business Development
T +49 40 899 60 61 22
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