dives deep into the universe of hospitality — once again
Two years after its last appearance, Etra is back at Host Milano, showcasing the brand identity designed by Propp. The concept of pure and sustainable pleasure takes shape in a booth designed by Paolo Giacomazzi, inspired by the clean lines and welcoming atmosphere of a modern diner. Inside this small architectural space, static and animated content come together in a video installation centered on Etra’s eco-sustainable line of products.
ETRA HOST 2025
team: Pietro Buffa, Pierluigi Anselmi, Alessandro C. Busseni, Giada Fiorenza, Marco Gabriele
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The animation — a two-minute loop — stands out across the entire pavilion thanks to its strategic placement and its distinctive visual language, breaking away from the usual stylistic codes of the Horeca world. Through black-and-white visuals, minimalist shapes, fluid animation, and a narrative inspired by a journey through space, Etra brings a poetic and inspiring touch to an environment typically driven by business.
Completing the project are the packaging designs, originally developed during the branding phase and now produced on 100% recycled havana paper, marking a thoughtful evolution from two years ago.
Completing the project are the packaging designs, originally developed during the branding phase and now produced on 100% recycled havana paper, marking a thoughtful evolution from two years ago.
