The flavor of Digital Engagement

Client Brief

IRCA, the sweetness of the future

IRCA is the historic brand established by the Nobili family in Gallarate that’s been offering food products for the bakery and pastry sectors since 1919. Since 2013 it has also offered a successful range of high quality products for making artisanal gelato, under the JoyGelato trademark. Today it’s an international colossus that exports to over 70 countries, with a turnover of about € 270 million.

Its attention to the latest consumer trends, from gluten-free foods to kosher foods, has always projected IRCA into the world of innovation, in terms of both coming up with new products and trademarks, and adopting new processes and technologies.

IRCA couldn’t miss out on the SIGEP event in Rimini. This International Exhibition dedicated to the Gelato, Pastry, Bakery and Coffee industries serves as a major showcase for all the sector’s latest innovations, boasting an exhibition area of nearly 130,000 square meters, with about 1,250 exhibitors and an attendance in excess of 200,000 visitors.

For its presence at the exhibition, where it prepared a large stand and offered numerous opportunities to sample its products, IRCA turned to the Touchwindow team to offer its visitors an experience complete with digital interactivity.

In particular, we were asked to create a portal to the world of IRCA’s products and services that would exploit the engagement offered by digital devices.


A network of interactive points

IRCA’s vast presence at the exhibition, which featured numerous possibilities for browsing, hanging out, and sampling products, required the creation of non-invasive interactive points, distributed in such a way as not to hinder the browsing itinerary, or the guests’ stay at the stand.

The aim was to create digital interactivity stations that would complement and provide greater insights into the world of IRCA and its products and services by exploiting the immediacy of the touch experience.


Powerful and elegant interactive stations

Together with IRCA, we opted for the installation of a Desk system with powerful and versatile built-in communication tools. Their slim and minimalist design went perfectly with the company’s stand, making them a discreet yet continuous presence, thanks to their careful distribution throughout the exhibition area.

Each Desk features an ultra smooth all-glass surface in order to ensure the maximum possible interaction area and super-fast touch response times. We designed the experience so that it would be coordinated and consistent with the IRCA brand image, allowing only registered users to access the content, and leaving them free to interact with the numerous different product references.

Through the desks, we created two-way communications between IRCA and the visitors, thereby increasing their brand knowledge and awareness.

Production and Activation

A leading player in the sweet food service sector

The thoroughly tested Desk system enriched IRCA’s presence at the 40th edition of the SIGEP exhibition in Rimini, and was inaugurated on January 19, 2019. The multimedia stations, which serve as an ideal bridge between the real and virtual worlds, rendered this food giant’s presence at the exhibition even more incisive, helping it to win over the numerous visitors.

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