Stories to Tell
Ca’ del Bosco is a winery located in the renowned Franciacorta region, in the province of Brescia. Founded in 1968 by Annamaria Clementi Zanella, it quickly established itself thanks to its fine grape varieties and the high level of technology used in its cultivation methods, machinery, and techniques imported from the winemakers of Champagne.
A Forest in Milan
In 2014, Ca’ del Bosco became an official partner of the Salone del Mobile in Milan, seizing the opportunity to create its own stand within the Rho exhibition halls. A few months before the next edition, in 2015, Ca’ del Bosco decided to take a further step. The desire to make the most of this opportunity was strong, and for this reason, a completely renewed space was needed. This marked the beginning of the collaboration between Ca’ del Bosco, the Salone del Mobile, and Propaganda3 Expo, creating a surprising cocktail of wine, design, and communication.
Drinking to Remember
Every glass, every bottle, every cellar tells a different story. But Ca’ del Bosco was looking for something more. It wanted something that could express, in an instant, the history and identity of Ca’ del Bosco. Because at a fair everything moves faster, and from every moment something unique can be born.
A Balanced Identity
We started from the study of Ca’ del Bosco’s identity in order to bring its distinctive features into the Wine Bar at the Salone del Mobile.
La Franciacorta, Home.
The first element we focused on was nature. For this reason, we created a “vertical forest” using preserved greenery on the back wall of the lounge bar. Here, taking advantage of its strong visual appeal, the finest Ca’ del Bosco bottles are displayed.
Moreover, the waving shape of the roof perfectly echoes the sinuous curves of the Franciacorta hills, bringing back—at every sip—the fresh green scent of a meadow on a sunny day.
Wine Artists
Always closely connected with sculpture and photography, Ca’ del Bosco has long embraced the charm and symbolism typical of art. The stand simply could not do without the iconic Blue Guardians, the blue wolves made from recycled plastic by the Cracking Art Group.
Just as the wolves guard the winery in Erbusco, for the Wine Bar they were placed, imposing and vigilant, on the roof of Ca’ del Bosco’s stand.
Yet, when you look closer, the wolves grin mischievously—as if laughing at their own aura as guardians, while deep down they are much friendlier and would simply love to enjoy a good glass of wine with you.
Avant-Garde Taste
In addition to the design and graphic development, we handled the entire stand setup. The Salone del Mobile has exceptionally high quality standards, and our work needed to meet those expectations.
The dark steel gives the Wine Bar a sense of modernity, echoing the innovative techniques used by the company in its winemaking process. The rigid columns intentionally contrast with the much softer wooden planks and the wavy roof, creating a lively sense of harmony.
A Pleasant Harmony
Ca’ del Bosco has been an official partner of the Salone del Mobile for 8 years. For 7 of those 8 years, Propaganda3 has also been, in its own way, present at the Salone, bringing all its vibrancy.
We were faced with a challenge, and we used all our creativity and passion to overcome it in the best possible way. When the client — like Ca’ del Bosco — is a company with a refined taste for originality, harmony, and art, the work becomes even more enjoyable.
With them, we’ve also had the opportunity to create other projects. Discover them here.
