• On occasion of its participation to the yearly appointment ECR Efficient Consumer Response forum, Coop choose to present concrete actions in a few specific domains such as environmental protection, defense of human rights and nutritional safety. Reminding the visitor of the company’s value-focused approach, Coop’s distinctive logo and corporate red and white colors are defining elements shifting in the stand design as two recurrent metaphors, namely bond and embrace. The logo is painted in giant red letters right across the white floor space. The circular outline of each letter doubled as the suspended encircling perimeter of four small display areas dedicated to “fair trade” products and innovative research in sustainable processes. The large bottom wall evokes and magnifies the theme of bonding values and relations. A crowded reception and sampling area completes the space layout.

    ADI Design Index_selected 



    Client/
    Coop Italia

    Trade show/
    Ecr Europe Forum & Marketplace Milano IT

    Design/
    VC A / Paolo Cesaretti+Cristiana Vannini, Milano

    Design team/ 
    Vito Ruscio, Silvia Ferrario

    Visual design/
    Claudia Astarita

    Contractor/
    Way

    Area/
    300 Sqm

    Photo/
    Saverio Lombardi Vallauri