The Vittoria Stand at Eurobike Tells the Story of Cycling Through Design

A Narrative Space Between Brand Identity and Sustainability

The stand designed for Vittoria at EUROBIKE 2025 in Frankfurt is a sustainable exhibition setup that brings together design, communication, and environmental responsibility.

Spanning 80 square meters, the space was designed to give maximum visibility to the brand’s three main product categories—Road, Off-Road, and Gravel—while showcasing its products, particularly bicycle tires. At the heart of the project lies the storytelling of the brand’s identity, with a strong focus on technological innovation and a deep commitment to sustainability.

A Visual Language Made of Material, Marks, and Trajectories

The installation was built primarily using fire-resistant honeycomb cardboard, with linoleum flooring and a 100% LED lighting system. From the very entrance, the stand presents itself as a lightweight, modular architecture with a strong sensory impact.

At the heart of the project is a long, articulated back wall conceived as a visual landscape. The surfaces are covered with a custom-designed parametric texture created specifically for Vittoria, evoking in a fluid and abstract way the forms of terrain, road curves, and natural elevation changes.

Circular Architecture: Design That Extends Beyond the Event

One of the most significant aspects of the project is its second life. The stand is not designed as a temporary object: after the event, it will be reassembled inside Vittoria’s headquarters in Brembate, transforming into a permanent showroom.

This choice underscores the commitment to reuse and circular economy that permeates the entire design philosophy. All materials used—from fire-retardant cardboard to linoleum flooring—are selected for their ability to be reused, minimizing waste and optimizing environmental impact.

An environment that welcomes and invites discovery

The Vittoria stand is designed as an open and fluid space, intended to welcome visitors with ease. The volumes are arranged harmoniously, creating intuitive pathways and moments of pause that encourage interaction and conversation.

The atmosphere is warm and informal, able to transform the visit into a personal and memorable experience. Here, design becomes a silent narrative, where every element engages in a dialogue with those who move through the space.

A direct and authentic feedback.

The project received extremely positive feedback, both from Vittoria, which recognized the communicative and aesthetic value of the stand, and from visitors, who appreciated the environmental quality, originality, and coherence with the brand’s values.

The success of the installation was made possible by a clear and shared design vision, which was able to transform functional needs and communication goals into a contemporary, recognizable, and sustainable environment.