Dinema Stand for Host Milano 2023 Fair

Dinema is a historic company specialising in the design and production of industrial electronic boards. I was commissioned to create a mural for the Dinema pop-up stand in occasion of the Host Milano 2023 fair, known as one of the most influential and impactful B2B trade shows in the global HoReCa sector, where brands and companies working in food and beverage sectors can exhibit their food service equipment and appliances for restaurants, cafes, bars and hotels.

The mural has been designed to incorporate the bright red led light running across the structure, resembling circuits of a Dinema electronic board. My intention was to create a contrast between the technological nature of the brand and the traditional and homely environments that the product is applied to. With this in mind I chose to use a simple black line with subtle grey shading and painting an environment with a retro atmosphere, inspired by Italian restaurants and cafes in the 1970’s. The red led embraces some of the elements of the painting, highlighting food services and appliances showing the versatility of the Dinema electronic board. Among these, the illustration shows beverage vending machines, the coffee and cream machines, laundry facilities, lighting and smoke alarm systems used in hotels and restaurants.
Dimensions: 12x3m.
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