The Fiere di Parma exhibition center, spread over a surface area of 135.000 sqm, was characterized by modern and functional pavilions built in successive phases, with heterogeneous images and styles.
The request was to create, through the use of color, a General Image and Orientation Project for the district so that it could present itself with a strong unitary identity.
We developed the project along the entire path, working with high impact colour surfaces in the focal points of the different perspectives encountered during the visit to the Fair.
A “transversal” colour accent, with a strong appeal and immediate reading, and a range of “technical” neutrals were mixed with different proportions in order to make the message clear to the visitor immersed in the architectural landscape of the fairgrounds.