UMAMI 2025: When brands meet the target audience
In a constantly changing market, we see that trade fairs and physical meeting places still have a strong position, but the way they are used is changing. For many of our customers in the food and beverage industry, trade fair presence is no longer about “just being there”, but about activating the brand in a thoughtful and targeted way.
As a supplier of exhibition services to some of Norway's largest players in the food and beverage industry, we see clear trends that shape how to best succeed at arenas like UMAMI and other industry events.
Meeting places with strategic value
As digital developments continue to shape the market landscape, we see physical meeting places gaining a stronger role as part of holistic communication strategies. They are increasingly used to strengthen the brand and build relationships through targeted presence. Companies are increasingly using venues like UMAMI 2025 to strengthen their brand and build lasting relationships through planned, targeted and engaging presence.
Strategic visibility at UMAMI Arena
We know what it takes to create attention that delivers results. With solid industry insight and multidisciplinary expertise, we develop stand concepts that amplify brands and create business opportunities. UMAMI Arena is a perfect example of how we combine strategy and creativity to put brands in focus.
Our deliveries encompassed everything from concept development and consulting to design, production, technical solutions, rigging and decommissioning – delivered with high quality and in close dialogue with the customers. Several of the projects are the fruits of long-term collaboration where we have contributed as both strategic and creative partners.
Projects we are proud of
Bama Storkjøkken - The whole plate, everything in the same car
During UMAMI 2025, presented BAMA Commercial Kitchen a comprehensive and engaging stand concept built on highlighting the value of being able to deliver "The whole plate!" and "Everything in the same car!" - a clear reflection of the company's goal to highlight the breadth of its range and the great advantage they can offer the commercial kitchen, restaurant and catering market.
The concept was inspired by the atmosphere of a French food market – lively, sensual and diverse. In close collaboration, we developed an open and inviting meeting place, where visitors could explore, taste and experience large parts of the product portfolio – from fruit and vegetables to meat, fish, cheeses and juices. By combining visuals with taste and proximity, the stand became a holistic experience that invited both good conversations, sensory impressions and people life.
An important move was the integration of suppliers and chefs, who contributed their own products and specialties. The stand became a natural gathering point for industry professionals and served as a platform for both dialogue, inspiration and relationship building.
Nortura Proff - The Farmer's Kitchen
The state of Nortura PROF at UMAMI 2025 was inspired by the Farmer's Kitchen, where food joy, pride and expertise were at the center. Here, they invited selected customers to chefs' tables with multi-course menus, presented their latest products and served delicious snacks to all visitors.
With high-profile chefs on site and a Berkel machine in full swing with cured meats and spreads, they created an experience that both impressed and inspired. The stand became a place for real meetings, good conversations and tasty moments, a tribute to Norwegian raw materials, sustainability and the love of good food.
The stand is the result of a good collaboration with Nortura PROFF and Parallell, who were responsible for the beautiful styling of the stand.
See also: Previous projects for Nortura PROFF.
Paulina Grychowska
The concept of the Nortura stand is inspired by Bondens køkken. It is a farmer's company and wanted to emphasize the connection to the land, explains Paulina.
We tried to create a functional environment, which meets the customer's needs for the preparation and presentation of innovative and inspiring dishes in a cozy and familiar atmosphere.
What do we take away from UMAMI 2025?
- The need for holistic solutions: Customers demand insight, strategy and creative collaboration.
- The importance of brand understanding: Good concepts are built with an understanding of who the customer is and what they want to convey.
- The role as a strategic partner: We see that our combination of consulting, design, technology and project management provides customers with security and value.
Are you attending the next trade fair? Let's talk!
At NPG, we have extensive experience and a high level of customer satisfaction. Whether you are looking for a visual experience, a functional meeting space, or strategic advice before and during a trade fair – we can help you make it happen.
Get in touch with us for a no-obligation chat – we look forward to hearing about your plans!
