Project Description

Bertocchi Metcash Expo stand

bertocchi image 1
bertocchi image 2

The Background:
The Bertocchi brand started when Modesto Bertocchi opened a sports café in Carlton for the 1956 Melbourne Olympics. The café became so popular, Modesto Bertocchi decided to craft and butcher his own meat, which humbly turned into a network of butcher shops selling traditional and premium selections. selections.

To celebrate the brand’s heritage, Bertocchi challenged us to design a ‘best in show’ exhibition stand for the Metcash annual expo to showcase their range of smallgoods varieties and brands. The concept was to replicate a high end delicatessen, complete with shop front entry guiding visitors through each area within, from coffee stand to freshly sliced ham, cheese wheel and sampling areas.

The objectives of the Metcash exhibit were to:
• Drive visitor foot traffic to the exhibit.
• Create a relaxed environment to encourage conversation with brand ambassadors to promote the Bertocchi brand and partner brands.
• Create a ‘museum’ style exhibition that would showcase the products in a premium light yet fully functioning to incorporate sampling activity.

The Activation:
Products were displayed in museum style windows on the exterior façade and a fully functioning panini & smallgoods counter greeted guests, inviting them to stay an enjoy the stand.

A break out café encouraged relaxed conversation which helped to promote the Bertocchi brand and partner brands.

The highlight of the stand was the foot traffic. Professional staff helped facilitate sampling where lengthy conversation assisted both industry relationships & business conversations.

Each area of the stand had to be considered in the overall layout:

Columns, bulkheads and rear were modular, designed for transporting and easy installation. The bulkheads required significant designing to uphold weight, span and engineering requirements.

From laminate, marble finishes, dado-ing on the counters & columns, a level of perfection was maintained. A premium 2 pack paint and Ravine laminate finished most of the structure surfaces, complimented with gold acrylic Bertocchi branding as the hero.

A hanging cube over the stand was first installed as the centrepiece which could be seen from every corner of the hall. The expert installation team worked systematically from flooring to columns to bulkheads as the stand took shape, where logos & hanging signs were finally placed before it was filled with produce to be showcased and sampled.

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