Pirelli at Expoagro

For Expoagro, Pirelli had their usual display of agricultural and industrial tires, but they also had something special to highlight their role as the sole tire supplier for Formula One. To celebrate that, we created an exclusive lounge dedicated to their racing history, complete with a driving simulator.

The stand we designed had three clear areas. On the right, under a circular canopy, was the main attraction: an adapted Formula 3000 car with a driving simulator inside. After their turn at the wheel, visitors would step out right in front of the entrance to the "museum", a covered space showcasing memorabilia, a 1995 Benetton F1 car and the iconic Fangio's, Lancia D50.

That same covered area also held a reception desk, which led back to two private meeting rooms. Finally, the last section was a second semi-circular structure, which housed a private outdoor lounge for VIP clients, set among the displays for truck and machinery tires.