EXHIBITION NAME | PROWINE
PLACE | DUSSELDORF, GERMANY
Seven wineries (Golan Heights Winery, Galil Mountain Winery, Carmel Winery, Yatir, Teperberg, Recanati Winery, and Tabor Winery) co-exhibited in the Israeli pavilion. Each of the wineries has its own identity and success story; some of them are large and traditional wineries while others are innovative boutique wineries using cutting-edge production technologies. Meidar had to design, plan, and produce the pavilion at one of the largest wine exhibitions in the world and came up with a design consisting of layers starting from the aisles and ending at the back of the pavilion. This allowed for integrating marketing activities such as wine tasting and presentations catered to different target audiences at different times. It allowed each of the wineries to connect to its own customers. Visitors could easily check out each of the wineries. The booth design enables a dynamic and targeted audience flow through the pavilion making an impressive impact.
In addition, Meidar was also asked to design a pavilion in Germany that had to convey the message that Israel is a Mediterranean country that produces high quality wine grapes for making excellent wines going back for more than 7,000 years. Meidar used graphic themes that were arranged as a mosaic on the back wall, communicating the powerful message that Israel, which has an ancient tradition in the field, combines tradition with cutting-edge technology to improve wine production that enhances quality of life.