Press Release
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october 07, 2014 - Pininfarina
The Terrazza Martini by Pininfarina in the Italian Pavilion - EXPO Milano 2015
Martini and Pininfarina two Italian brand icons together for Expo Milano 2015.
Martini and Pininfarina, brands that represent the best of Italian excellence throughout the world, have joined forces for Expo Milano 2015 with an utterly unique Terrazza Martini designed by Pininfarina.
A Terrazza Martini, whether in Paris, Milan, Pessione or Sao Paulo has been a landmark for over half a century, not only a unique location where the Italian style of life can be enjoyed but also a concept where the brand communicates through elegance and joie de vivre - put simply “the place you’d most like to be.”
The Italian Pavilion - Expo Milano 2015 - a Terrazza Martini comes to life.
Martini has entrusted Pininfarina with the design and planning, and the brief is to make it fully consistent with the key themes of the Universal Exposition, and at the same time, in line with the spirit of Martini.
Giorgio Molinari, Martini & Rossi Country Manager, said: "We are proud to be making our contribution within a framework that I would call ‘epoch-making’. For over 150 years Martini has expressed a unique style and joie de vivre and has spread its historic Italian brand heritage throughout the world. Therefore we just had to choose the Pininfarina Group to carry out such an ambitious project underlining Italian design and manufacturing excellence."
"Being at Expo Milano 2015 with Martini is a source of great pride for us. Two historic Italian brands united in the pursuit of excellence and quality will be communicating a superb image of Italy to visitors from all over the world," said Paolo Pininfarina, President of the Group. "Terrazza Martini by Pininfarina is an explicit expression of our design philosophy and our idea of the Italian lifestyle."
The Pininfarina team started out with four key elements - Food, Nature, Life and People - the basic themes of Expo 2015, and then gave life to a concept that would express these elements in traditional yet innovative ways.
Thus a space will come into being combining the history and iconic status of a legendary place that has always centred on life’s pleasures and at the same time express the changes of the present and the transformations of the future.
The Terrazza Martini by Pininfarina will overlook Piazza Italia with an entrance designed so that the visitor is immediately projected into the world of Martini. Installations placed on the walls supporting the entrance staircase will tell the story of the company, its Italian roots, its closeness to the land and the beauty and riches of its native region.
The interior has been designed as modular spaces where an aperitif, the highlight of the Martini experience, can be fully enjoyed.
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