ONE PLACE. THE WORLD.

How We Shaped the Wine Vision by Open Balkan 2026 Experience

One Place. The World. Guided by a slogan that brought together diverse cultures, flavours, traditions and business opportunities, the fifth edition of the international Wine Vision by Open Balkan fair once again transformed the Belgrade Fair into a meeting point for the wine and gastronomy scenes of Serbia, the region and the world. From 10 to 12 October, more than 550 exhibitors from over 30 countries gathered at an event that reaffirmed a simple truth: wine has long been about much more than what is in the glass. It tells a story of people, origins, culture and new possibilities.

A Unique Wine Experience

Our task was to translate that story into an experience that could not simply be observed from the sidelines, but one that visitors could step into, explore and actively engage with. Once again, we were responsible for the creative concept, scenography and event production, as well as the media campaign and digital content accompanying the event. A single idea tied it all together: bringing different worlds into harmony.

The event’s overarching slogan set the direction, while our creative concept gave it spatial, visual and emotional expression. We envisioned Wine Vision by Open Balkan 2026 as far more than a traditional trade fair layout. We designed it as a living, interconnected ecosystem where tradition meets innovation, local identity meets global perspectives, and the appreciation of exceptional products goes hand in hand with knowledge sharing and new business opportunities.

Through a carefully designed visitor journey, each exhibition hall became a distinct chapter in the story, with its own character and scenographic identity. From the entrance portal, symbolising the gateway to a new world, through Wine Currents, The Valley of Knowledge and The Confluence of Experiences, all the way to New Horizons, visitors moved through a series of distinct environments that came together to create one cohesive experience.

From Creative Concept to Execution

Our goal was to make the space more than a functional setting for the fair. We wanted it to become an active part of the experience: guiding movement, encouraging encounters and inviting discovery. By integrating scenography with visual and audiovisual elements, we translated the creative vision into a cohesive environment that met the demands of a major international event while establishing a distinctive identity for the fair.

Alongside production, we developed the comprehensive media campaign and digital content, connecting pre-event and on-site communications with the experience itself. In this way, the message “One Place. The World.” became the thread linking space, content and communication, consistently conveying the essence of Wine Vision across every audience touchpoint.
A Meeting Place for Knowledge, Connections and New Opportunities.

This year’s results further reinforced the fair’s importance as an international platform. More than 550 exhibitors from over 30 countries, over 3,000 trade and hospitality professionals, and thousands of B2B meetings brought together producers, distributors and buyers from Serbia, the wider region and across the globe. With international wine and rakija competitions, 17 expert-led masterclasses featuring 22 speakers from 14 countries, and a rich gastronomic programme, Wine Vision once again demonstrated that tradition and contemporary business potential thrive when they come together in one place.

Bringing Different Worlds Together Through Experience

For us, this event has always been about more than a creative concept. It has been a guiding principle shaping the entire process, from the first idea to execution and communication. Through this approach, we transformed the slogan “One Place. The World.” into an experience that brings together tradition and innovation, emotion and business, regional identity and an international outlook.

Once again, we had the opportunity to contribute to an event that positions Belgrade and Serbia as an important meeting point for the global wine and gastronomy scenes.

The next edition of Wine Vision will take place from 9 to 11 October 2027.