newitalianblood

Barilla is communication, warmth, everyday life, family, flavour, taste, experimentation, innovation and technology. These are broad values, which extend to a very deep level, and therefore difficult to be perceived outside their natural context. Our project intention is therefore to create an environment where it is possible to naturally develop these values, without forcing them or even distorting them by treating them as “exhibition” or too commercial elements. An environment where it was possible to develop and promote these values naturally, without forcing them or even distorting them by treating them as exposure elements. We have therefore seen in the pavilion an opportunity to physically bring out the relationship that Barilla has been able to establish with millions of people, transforming the pavilion into an innovative space where the domestic atmosphere can be tasted together with the production and research ones.