True Refrigeration

From equipment to experience

Project Details

In its second year of brand development in Europe, True Refrigeration showcased at the most prestigious refrigeration trade show in Milano, a landmark gathering for chefs, restaurateurs, and catering professionals. The ambition was to shift the brand’s North American narrative — focused on technical performance and durability — toward a European audience that values freshness, ingredient quality, and the cultural experience of food. The challenge was to position True not just as a supplier of equipment, but as a trusted partner in elevating the culinary craft.

Client from Publicis LMA Agency.

true refrigeration tradeshow four market 3d 1
true refrigeration tradeshow four market mobile

Art Direction

The booth’s design met this challenge by recreating a living restaurant experience across four immersive corners, each anchored by a professional chef. The Pizza Corner captured the warmth of a traditional Italian trattoria; the Burger Corner channelled a vintage Californian beach vibe; the Bakery Corner reflected the artisanal charm of a French boulangerie; and the Juice Corner radiated vitality with fresh, vibrant colors. Carefully selected textures, photography, and palettes grounded each environment in its cultural context, while the presence of live cooking brought authenticity, energy, and engagement. This dynamic approach transformed refrigeration from a background utility into an essential part of Europe’s food culture, aligning the brand with freshness, creativity, and culinary passion.

true refrigeration tradeshow pizza market logo
true refrigeration tradeshow pizza market corner
true refrigeration tradeshow pizza market poster
true refrigeration tradeshow pizza market packaging
true refrigeration tradeshow pizza market fresh food
true refrigeration tradeshow burger market logo upscale
true refrigeration tradeshow cafe market corner desktop
true refrigeration tradeshow burger market poster
true refrigeration tradeshow packaging market packaging
true refrigeration tradeshow burger market fresh food
true refrigeration tradeshow cafe market logo
true refrigeration tradeshow cafe market corner
true refrigeration tradeshow cafe market poster
true refrigeration tradeshow cafe market packaging
true refrigeration tradeshow cafe market fresh food
true refrigeration tradeshow juice market logo
true refrigeration tradeshow juice market corner
true refrigeration tradeshow juice market poster
true refrigeration tradeshow juice market packaging
true refrigeration tradeshow juice market fresh food

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If you’re ready to shape a brand that feels like home – intentional, inspiring and deeply aligned, you’re in the right place. I’d love to hear from you.

Drop me a note and let’s begin the conversation.