138,000 sqm: how to stop your Sigep stand from getting lost in the crowd

138,000 sqm: how to stop your Sigep stand from getting lost in the crowd

Exhibition booth design: How to stand out at Sigep World 2027

Sigep World 2027 will occupy 138,000 square metres of Rimini’s exhibition centre, hosting five macro-sectors simultaneously: Gelato, Pastry & Chocolate, Coffee, Bakery and Pizza.

In an event of this scale, the real challenge in designing a stand at Sigep isn’t getting noticed — it’s being recognised immediately as part of your own sector. A visitor crossing several halls in just a few hours decides in seconds whether to stop, and that decision depends entirely on the stand’s visual language.

The sector map and its layout

The expansion of the fair’s east wing, with the new B8 and D8 halls, has enlarged the areas dedicated to pizza and bakery respectively, reinforcing Sigep World’s approach of organising space by distinct supply chains. This division isn’t purely logistical: it defines different visitor routes, different browsing habits and, above all, specific visual expectations for each sector. For this reason, every stand project should start from the sector’s position within the exhibition centre, well before any aesthetic decisions are made.

The visual codes audiences associate with each sector

Every Sigep World sector carries an established imagery, built over time through visitors’ direct experience. Recognising and using these codes lets visitors identify the sector before they even read the brand name.

Gelato tends to favour open volumes and direct contact with the public, as seen in the Elenka stand, built with white vertical slats and an integrated lounge area.

Elenka x Sigep di Rimini

The coffee world, for example, calls for warm materials, wood and focused lighting that enhances the tasting moment: this is the language Saci Project translated into the stand built for Nespresso.

Nespresso x Sigep di Rimini

Bakery and pastry, by contrast, communicate through illuminated display cases and surfaces that put the product centre stage, as in the stand designed for FB Berton, where dark walls and Corten wood panels contrast with backlit shelving showcasing the baked goods on display.

FB by Hermes Stand innovativo Sigep: design su misura

FB Berton x Sigep di Rimini

The risk of generic design

In a multi-sector venue like Sigep, a stand designed without a clear direction risks looking interchangeable, regardless of the quality of the products on display. Companies operating across multiple sectors — as often happens with raw material suppliers — face the greatest risk: without a clear visual hierarchy, the stand communicates genericness rather than specialisation.

This is exactly the challenge Saci Project addressed in the Unigel project, where the stand hosts several sub-brands (Nordpol, Barbera) and multiple product lines within the same space. The solution was to create distinct zones through different materials and colour palettes, from the light wood of the gelato display cases to the warmer tones of the coffee corner, while maintaining a unified façade built around the payoff “Uniamo gusto e storia” (We unite taste and history) as the overall coherence element.

Unigel x Sigep di Rimini

Communicating sector identity in a matter of seconds

Custom design translates sector identity into precise technical choices, rather than relying on pre-built solutions that flatten the differences between sectors. Among the elements that make a real difference in a stand:

  • Targeted lighting, calibrated to the materials on display: focused spotlights to highlight product showcases, as with FB Berton, or diffused lighting for more open spaces, as with Elenka
  • Materials consistent with the supply chain, from light wood for gelato to dark, textured surfaces for artisan pastry
  • Internal flow layout, designed to guide visitors toward the tasting or show-cooking area specific to the sector, such as the integrated bar counter at the Unigel stand
  • Signage and visual hierarchy, making the sector recognisable even from a distance, like the suspended sign at the Nespresso stand, visible from several aisles across the hall.

Customisation as a strategic lever

A tailor-made stand allows this sector identity to be built from the concept phase onward, integrating eco-design principles and the most suitable technologies for each context, from LED walls to special effects. Unlike a standardised modular structure, a custom project allows every detail to be calibrated to the reference sector, turning the stand into a tool for immediate recognition. Projects built for Sigep, such as Nespresso, Elenka, FB Berton and Unigel, show how the same design methodology can adapt to four very different sectors, always maintaining consistency between brand identity and sector-specific visual codes.

From design to logistics: an integrated approach

It’s also worth considering that a project’s complexity depends on the set-up windows scheduled by Rimini’s exhibition centre. Planning ahead with an experienced partner makes the most of the available technical time, avoiding compromises on your sector’s visual identity. This is especially true for companies that need to integrate complex technical elements — suspended structures, refrigerated display cases, scenic lighting — within fixed, not always extendable, assembly timeframes.

 

 

Want to make the most of your presence at Sigep World?

From concept development to turnkey delivery, we design trade fair stands that tell your brand’s story and capture the attention of the international foodservice audience.

Fill in the form to request a custom project — the most innovative brands in Gelato, Pastry, Coffee, Bakery and Pizza choose experienced partners to stand out at Sigep World and turn their exhibition space into a valuable experience that generates real business.

Facebook
Twitter
LinkedIn
Pinterest