DEA’s initiative “Nesting Smart Ideas in Hospitality” closes to a profit

Within the framework of Host, Fieramilano international exhibition, IDEA, Associazione Italiana Exhibition Designers has set up the first edition of Nesting Smart Ideas in Hospitality, three days of meetings to make the point of leading sectors such as a food and hospitality, which find their point of excellence in the very union of food, art and design. In the IDEA space, arranged as a TV set, with arrows and installations that recall the key words of exhibition design, discussions took place from 18th to 22nd October, selected and conducted by some of IDEA members: Karim Azzabi (Karim Azzabi Architects), Luca Cendali (Studio Cendali), Alessandro Colombo (Studio Cerri & Associati), Ico Migliore (Migliore+Servetto Architects) , Franco Origoni (Origoni Steiner Architetti Associati).

A supple format that has afforded spur and reflections about the new frontiers of catering, hospitality and wellness, and highlighted the potentials of an approach based on exhibition design.

Luca Cendali and Cristina Nonino opened the event on 18th October: through Borgo Nonino they told a new way to communicate by means of the values of hospitality and sharing. This Village which, the original seat of the old distillery, has become also the seat of the literary prize with the same name, is a typical example. Alessandro Colombo introduced the innovative system adopted by Expo 2015 to welcome developing countries according to a pattern based on some specific features such as production or climate and, through an exchange of views with Viviana Pascale from Illy, introduced the subject of the coffee cluster, which will illustrate the cultures of coffee-producer countries that are present in the cluster itself, and will put them in relation with the final public in meeting moments. The story will start from coffee growing, illustrating the journey of coffee and its different hand treatments, up to ports and hence to the processing centres to finally reach its destination as a fundamental drink in our life. Antonio Civita, Accademia de Panino Giusto, and Franco Origoni, illustrated the formative activity of the Accademia, located in an extraordinary space inside the OM industrial vehicles now disused works. A sort of ideal campus, not accidentally defined “Dream Factory”, started up to allow the students to express their own planning abilities to create real opportunities of achievement and professional growth in the catering domain.

Saturday saw the interventions of Enrico Ammesso from Carpigiani Gelato University and Karim Azzabi to introduce the training and cultural activity of Carpigiani, a historic brand of “made in Italy”, which has been present at Fiera Milano since 1946. Through Gelato University, no doubt the most famous worldwide in this field, Carpigiani have created a community of ice-cream makers that is favouring the diffusion of homemade ice-cream in the whole world.

Stimulating was also the intervention of Marcello Cerea from Starching, who, with Francesca Capodagli, from Travel Charm, and Alessandro Colombo, introduced an innovative hospitality project that is going to be opened in Scuol, in the Engadine, in 2016. The resort is going to offer its users the synergy between a big hotel equipped with a 2400 sq.m spa, with a residential initiative which will be able to profit of the hotel’s many services.

The closing day, Monday 21st October, was characterized by the intervention of Davide Rampello who, with Alessandro Colombo, anticipated some of the wonders of Padiglione Zero, which will charm Expo 2015 visitors with a 23m grand portal dominated by Pliny the Elder’s definition of agriculture: “Divinus alitus terrae”

Within, the themes of Expo 2015 will be dealt with through the history of the intervention of man who has been modifying his environment since the beginnings to make it more favourable to his survival. A spectacular excursus throughout the evolution of agricultural techniques, and man-environment relationship up to the introduction of Expo 2015 themes of feeding the planet.

The IDEA’s initiative was concluded by Roberta Cerrito who, together with Ico Migliore, illustrated an innovative vision of wine that spurred a great producer such as Ceretto to communicate by a strong presence in the territory. Cantine Ceretto’s experience is particularly significant in that it has come to create a synergy among several disciplines, involving architecture, art and hospitality. The examples are many: audacious buildings in the shape of a grape, a remarkable example of landscape architecture, to the constant co-operation with big contemporary artists such a Sol LeWitt and Davit Tremlett. The latest ambitious challenge is the opening of two restaurants to safeguard the Langhe territory and its typical products, an excellent example of territorial marketing.