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Le Ferre is the olive oil company run by brothers Giuseppe and Luca Esposito, founded in Castellaneta in the province of Taranto and producing extra virgin olive oil for over twenty years, with exports reaching from the United Kingdom to Japan. For TUTTOFOOD 2025 in Milan, the company entrusted VM Live with building its stand.
Based on the design supplied by the client, VM Live handled the complete exhibition stand build: construction of the structures, production of the bespoke elements, installation at the trade fair, and rental of furniture and systems. A 36 m² stand open on three sides, approximately 3.5 metres high, to be executed in strict accordance with the dimensions and finishes specified in the design.
The project’s key strength is the in-house carpentry workshop, which made it possible to produce all the display elements to measure: shelves, columns, a niche and the desk were made with oak-effect, white and grey melamine finishes as specified in the design, with recessed LED strips on every shelf to light the bottles. The storage room walls were painted in the company’s RAL green, ensuring consistency with the brand identity.
The challenge of this exhibition stand lies entirely in the precision of its execution. A stand open on three sides is visible from every direction: every panel joint, every shelf alignment and every finish is in full view of visitors. VM Live focused on staying true to the dimensioned design, positioning the display shelves according to the specified measurements and ensuring continuity of finish between elements produced separately in the carpentry workshop.
Light played a decisive role. The warm-white LED strip recessed into the shelves enhances the colour of the oil, while the white fabric canopy, lit by directional spotlights positioned above the ceiling, fills the inside of the stand with soft, non-glaring light. Two systems with different colour temperatures, calibrated to make the product stand out without flattening it.
| Client | Le Ferre (Castellaneta, Taranto) |
| Trade Fair | TUTTOFOOD — Fiera Milano |
| Year | 2025 |
| Floor Area | 36 m² (8 x 4.5 m), open on three sides, approx. 3.5 m high |
| VM Live's Role | Construction, installation and rental — client's design |
| Lighting | 33 linear m of 2700K LED strips on the displays, 3500K LED directional spotlights |
The design was supplied by the client, and VM Live acted as the executive partner. It’s a common collaboration in the trade fair world: the brand, with its own studio, defines the concept, finishes and layout; VM Live’s job is to turn them into real structures, using its in-house carpentry workshop, systems and installation crews. At TUTTOFOOD 2025, VM Live played the same role for the Pantaleo and Sorrentino stands, and also installed large-format LED walls across several exhibition stands at the trade fair.
It’s an approach that also defines VM Live’s exhibition stand building for the food & beverage sector, as shown in our overview of the stands we built at TUTTOFOOD 2025.
Gallery
VM Live handled the build: construction of the structures, production of the displays and desk in its in-house carpentry workshop, installation at the trade fair, and rental of furniture and the electrical system. The design was supplied by the client.
36 m², measuring 8 x 4.5 metres, open on three sides and approximately 3.5 metres high.
With 33 linear metres of warm-white LED strips recessed into every display shelf, complemented by adjustable directional spotlights and the diffused light of the white fabric canopy.
TUTTOFOOD 2025 was held at Fiera Milano from 5 to 8 May 2025. It is Italy’s leading trade fair for the food and beverage industry.
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