Italy showcase at the 2024 Frankfurt Book Fair

ICF Next successfully organized the participation of Italy as the Guest of Honour at the 76th Frankfurt Book Fair (Frankfurter Buchmesse), through a series of cultural events and the construction of a spectacular on-site pavilion.

RESULTS AT A GLANCE

50K+

visitors to the Italian Pavilion during the week-long Frankfurter Buchmesse

14K

articles mentioning the project in German and international media

In 2024, Italy was the Guest of Honour at the 76th Frankfurter Buchmesse, the world's largest trade fair for the book industry. It’s an important opportunity for both publishing professionals and the general public to come together to experience the best of the industry. ICF Next was selected by the Italian Ministry of Culture to coordinate Italy’s role in the event.

Our challenge was to bring Italian culture to life, in a way that resonated with every visitor. Our responsibilities included coming up with both the concept and the production of a “Piazza Italia,” the Italian Pavilion. In addition, Italy asked us to organize cultural events and concerts to promote and extend Italy’s presence beyond the fair.

Solution

Like a book, the project started with a blank page. We came up with a comprehensive plan to authentically capture the essence of Italian culture. Our goal was to showcase Italy in the most accurate and compelling way possible.

Getting the right team together was key, and we made a passion for Italian culture our top priority. We brought in talented, world-renowned artists to create the project’s visual identity of the central Piazza Italia. Working closely with interior designers, we made this space come alive with Italy’s cultural story. We also organized a series of events to highlight Italy’s cultural importance for everyone attending the world’s biggest book fair.

Results

The event was a huge success thanks to our team’s skill and ability to work in close collaboration with the client, the Frankfurter Buchmesse, and our design partners.

The results of our efforts were demonstrated by the large numbers of visitors who passed between the columns of the magnificent Italian Pavilion. As well as drawing people into that space, we also successfully engaged with the book fair’s attendees through numerous workshops and sessions, evening concerts, and music performances throughout the week. As a result, we received impressive media coverage of Italy’s presence as Guest of Honour at the fair.