A Caribbean atoll in the middle of the Genoa International Boat Show
The Genoa Boat Show, by far the most important event of the year for Cartello, ended a while ago, but its excitement and the positive wake it left behind can still be felt. 2022 was in fact a very successful year for Cartello at the International Boat Show, and it cannot be said that the company went unnoticed.
Certainly, all the buzz and interest in Cartello is due to the products presented and the new developments from the brands Cox, Hidea and Yanmar. Nevertheless, it cannot be denied that a crucial role was played by the stand built this year, which we could describe as absolutely out of the ordinary.
The Cartello stand, in fact, appeared at the 2022 Boat Show as an atoll surrounded by sea, complete with banana trees and a beach bar. Of course, a display of this kind could not go unnoticed: it is no coincidence that every passer-by stopped to visit and photograph the installation. But why this choice?
“We started with the intention of creating something different, which would allow us to stand out from the others and attract attention,” explained Marketing Manager Rosa Finizola. “We wanted to convey to our visitors the feeling that thanks to our products they could set themselves apart and get where others do not: hence the idea of a faraway, distant atoll that at the same time communicated a feeling of relaxation and fun.”
The stand was designed down to the smallest detail, reproducing an extremely realistic Caribbean setting. Visitors to the show therefore found themselves in front of an atoll of pure white sand, banana and bird-of-paradise plants, branded deckchairs and parasols, hammocks for moments of relaxation, shells, fishing nets, SUP boards, all surrounded by a crystal-clear sea. The icing on the cake was certainly the handing out, to anyone who approached the thatched-roof beach bar, of delicious fruit ice lollies and stylish panama hats, to a background of paradise-like music.
As every year, Cartello relied on Gesta Allestimenti to build the stand, which also worked with the company on the design of the project itself. “When the idea was presented to me, I was reluctant from the start because the request was far from my specific skills,” commented the head of the Genoa-based exhibition-fit-out company, Iury Fichera. “Having come from the field of trade-fair stand fitting, I know little about the world of set design; however, at the end of every discussion I saw ideas come to light that, in tandem with the client, became more and more captivating and convincing. It was a fun moment and at the same time one of professional growth, in which I believe we managed to go beyond the simple relationship between client and supplier, working at 360 degrees.” Finizola shared the same view: “It was a joint effort with our fit-out partners, based on mutual trust and support, which, from a fairly timid start, led us, while also having fun at times, to a highly successful result.”
At this point, all we have to do is wait for the next Genoa Boat Show to see whether, and what, surprise Cartello has in store for us!
