CibusèItalia is the biggest of the corporate pavilion within Expo where italian food & drink companies will showcase the excellence of their authentic products and tell the stories of their historical brands, and where the Italian food & drink industry will express its essential values for health, nutrition and sustainability and teach the visitors from all over the world the Italian nutrition model
Through this corporate pavilion, the Italian food industry aims at strategically contributing to strengthen the national food exports, while enhancing the image of the made in Italy, in order to face the phenomena of products imitation and the so-called Italian sounding.
Born from a project promoted by Federalimentare – the Italian food and drink industry federation – in partnership with Fiere di Parma, CibusèItalia pavilion is located to the entrance gate East. Designed by Architect Francesco di Gregorio on an area of approximately 4,000 sqm stretching over 2 exhibition floors and 1 events terrace, the external ‘skin’ is featured by the artistic performance ‘Cibus Infabula’ created by archistar Felice Limosani: thirteen works of street art, murals of great visual impact and digital video installations, inspired by food, nutrition and the planet.
The pavilion is conceived like a huge collector displaying the Italian food excellences along a path made up of 15 different categories, hosting 400 companies and identified by reference colours. The path develops into the different commodity chains in order to provide both the foreign buyers and the visitors with an exhaustive overview of the made in Italy food. The scenic design includes comprehensive macro-architectures that subdivide the space into different visit paths and integrated areas from both a visual and a taxonomic point of view in which the visitor will be immersed thanks to the 3D live projections.