IN BREVE
- Italpepe presents an exhibition project at TuttoFood 2026 that expands the concept of spices beyond gastronomy.
- The concept is based on the idea that spices influence emotions and communication, becoming tools for sensory expression.
- The stand offers a multi-sensory journey through eight aromatic families and an experiential wheel that engages all the senses.
- The project includes masterclasses on spices in mixology, coffee, gelato, and meat, collaborating with various institutions.
- Italpepe redefines the role of spices as a connective language between taste, matter, and lifestyle.
On the occasion of TuttoFood 2026, Italpepe presents a new exhibition project that expands the narrative of spices beyond the gastronomic dimension. The space, set up at Rho Fiera Milano, offers an immersive journey that interprets spices as tools for sensory and identity expression.
At the heart of the concept is the idea that spices have always accompanied daily life, influencing emotions, perceptions, and communication methods. No longer just ingredients, but elements capable of evoking atmospheres and moods.
IMMERSIVE EXPERIENCE AMONG THE EIGHT AROMATIC FAMILIES
The stand is developed as a journey through eight aromatic families, each associated with a dimension of human experience. The path invites visitors to explore different sensory nuances, from spicy to woody notes, and from floral to citrus.
The central element is an experiential wheel designed as a multi-sensory structure. Materials, fabrics, natural elements, and guided tastings lead the public through an exploration that engages all five senses, moving beyond the purely culinary dimension.
Eight luminous totems dedicated to the aromatic families are arranged around the wheel. Images and light effects build distinct visual identities, while a sound project accompanies the visitor along the path, encouraging slow and mindful consumption.
THE ROLE OF SOUND AND SMELL IN PERCEPTION
“In every nuance of yours, a spice is hidden” is the theme guiding the entire installation. A message that invites recognition of the presence of spices in various dimensions of everyday life.
“With this project, we wanted to move beyond the traditional narrative of spices, linked exclusively to taste, to bring them into a broader dimension made of emotions, matter, and perception. Spices become a language through which people can recognize and express themselves,” says Francesca Iannarilli, Marketing and Communication Director of Vitaletti Academy-Italpepe.
“Our work is based on the idea that sensory experience is the true driver of the relationship with spices. Scents and olfactory stimuli have the unique ability to immediately and primordially activate the emotional areas of the brain, evoking deep memories and sensations. In this project, we have transformed spices into an experiential code capable of generating authentic and instinctive connections,” states Claudia Sepertino, CEO of MindScents.
“Sound here does not simply accompany the experience, but amplifies and guides it. Like scent, sound is also capable of acting directly and primordially on emotions, without the need for rational mediation. We have built soundscapes that dialogue with the aromatic families, bringing the visitor into a deeper and more immersive perceptual state,” adds Sonia Cirone of Sonia Gong Master.
MASTERCLASSES AND TRAINING FOR PROFESSIONALS
The project is completed by a calendar of masterclasses created with Campari Academy, Lavazza Training Center, Carpigiani Gelato University, and MeatSchool.
The sessions explore the use of spices in different areas of taste, from mixology to coffee, and from gelato to meat, with a contemporary approach oriented toward experimentation.
With this initiative, Italpepe introduces a vision that redefines the role of spices: not just a product, but a language capable of connecting taste, matter, aesthetics, and lifestyle.
