Parmigiano Reggiano, dairies open in 2026
CREATIVE DIRECTION
PROJECT
Event
CLIENT
Proxima for Parmigiano Reggiano
WHAT WE DID
Creative direction
Event production
YEAR
2026
Parmigiano Reggiano is the Consortium that protects and promotes one of the most recognisable symbols of Italian food and drink. For over 90 years, it has been coordinating and promoting the work of hundreds of dairies and thousands of producers, ensuring compliance with the PDO regulations and strengthening the link between the product, the local area and tradition.
As part of the wider programme of events for Caseifici Aperti 2026, organised by Proxima Spa, Ventisette Digital curated the ‘Viaggio nel Gusto’ (Journey of Taste) OFF event: an occasion celebrating taste, culture and the local area at the Giardini Margherita in Bologna.
The agency oversaw the creative concept, the communication strategy and the production of the event, translating the Caseifici Aperti concept into a coherent visual and spatial language capable of integrating key visuals, experience design and the storytelling of the local areas into a single immersive ecosystem.
Giardini di Gusto was a free, immersive experience open to the public, where visitors could arrange floral bouquets, personalise T-shirts with original designs and sample local products from the Parmigiano Reggiano region, thanks to dishes prepared on the spot by the skilled hands of the Cesarine.
Cesarine Cooking Demonstration
Five provinces, five culinary stories. The Cesarine brought the gazebos to life with live cooking demonstrations, reinterpreting traditional local recipes and showing how Parmigiano Reggiano takes on different characteristics depending on the region. Two sessions a day per province, with tastings served to the public throughout the day.
Tastings and the unwrapping of the cheese
One moment each day marks the rhythm of the event: the unveiling of a wheel of Parmigiano Reggiano, followed by a tasting of the cheese on its own and with local pairings selected by the Cesarine. Each tasting station showcases the identity of a province — from Parma’s stuffed pasta to Modena’s balsamic vinegar, and from Mantua’s risotto to Reggio Emilia’s cappelletti.
Floral workshop
Arrangements and small bouquets made with seasonal flowers and foliage. The workshop took place twice a day, alongside the cookery demonstrations, with the event’s floral displays reused as materials — a choice that reduces waste and ensures the experience maintains a visual consistency right down to the very last table.
Giardini di Gusto
Giardini di Gusto is a free, immersive experience, open to the public, where you can create floral bouquets, personalise T-shirts and sample @parmigianoreggiano paired with botanical soft drinks.
Floral Art Workshop by Sette di Fiori
A sustainable workshop, featuring tulips and seasonal greenery sourced from open-field farms in the province of Modena. Settedifiori will share its expertise by guiding guests through the creation of floral arrangements.
Workshop T-Shirt by Et labora Modena
A creative workshop for customising T-shirts with designs dedicated to Parmigiano Reggiano. The first 200 people to visit the desk will be able to create their own unique T-shirt and tote bag using the designs provided.
Floral-themed cocktails by Juta Stereobar
A fresh, spring-inspired culinary experience: watching a wheel of Parmigiano Reggiano being cut open in an idyllic, historic setting is a unique event.
The wheel of Parmigiano Reggiano will be served alongside four floral-themed soft drinks to bring out its flavour. The Parmigiano and drinks will be passed round and presented with edible flowers.
