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.
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.
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