Events

Fedrigoni for Taste 2011: the paper market

From 12 to 14 March 2011, the Leopolda Station in Florence hosted Pitti Immagine’s presentation of the sixth edition of Taste, the fair devoted to excellence in flavour and food lifestyle.

To mark the occasion, Fontegrafica, the publisher Guido Tommasi and the Achille Castiglioni Studio Museum with its young staff teamed up with Fedrigoni to create an interesting project where the starring role was played by paper.

The original, highly coloured “paper market” was an ingenious installation devised by the Castiglioni Studio, where books blended with the colours and textures of Fedrigoni papers.

The project provided the backdrop for the launch of publisher Guido Tommasi’s collection 10 modi di… (“10 ways of…”: a project that was shortlisted for the 2010 edition of the Fedrigoni Top Applications Award), a tasteful series of publications, each one dedicated to a kind of food and different ways of cooking it, in which the Fedrigoni papers remind readers of the food itself.

On this occasion, the books were presented with a special packaging, designed by the Castiglioni Studio to an idea devised by the prestigious firm Fontegrafica, which also produced them with professional precision, using the Fedrigoni papers Sirio Dark Blue in grammages of 480+480+290 and 290 gr. Sirio Cherry. This is an extraordinary paper support whose excellent properties enable it to be used for even the most demanding of applications, including some really critical processes, making it ideal for luxury packaging.

The whole thing was handed over, all safely ensconced inside shoppers made of 140 gr. Freelife Merida Scarlet, to the 250 exhibitors showing in the fair and the 150 journalists who turned up for the event.