Two large trucks are parked in Piazza Mazzini, in the heart of Bolzano. It’s a cold day in February, but there are a lot of curious people around. Inside these giants of the road—though something can be perceived also from the outside—there is a real showroom. On display are the latest products by Isa, a company based in Bastia Umbra and a European leader in the supply of professional refrigerators and furnishings for bars, restaurants and shops.

The Road Show was organized in collaboration with ISA dealers as the right key for giving operators in this sector the opportunity to get to know the products better, by allowing them to see first hand the latest innovations in refrigeration design and technology.           

The stop in Bolzano was the first in a series of events that will be traveling across Italy to show operators in the field the new models produced by ISA, the latest products for ice cream shops, pastry shops, and bar furnishings. They are carried by a “traveling showroom,” two big trucks that will be covering many miles.

The architect Luca Boninsegna is showing the new 2004 products, displaying and proposing new furnishing ideas to participants. The different ideas are shown in 3D, to illustrate the incredible versatility and flexibility of the new ISA furnishing lines.

The two large trucks stopped in Bolzano from February 16th to the 18th, and then they were back on the road. The next stop was Vittorio Veneto, in the province of Treviso, where the showroom stayed for two days, March 1st and 2nd. From there, they continued towards Liguria. The next stop was in La Spezia. Here the showroom remained March 7-11, before heading southward. It made a stop in Cosenza, then continued on to Catania before going north again. In Lignano Sabbiadoro, in the province of Udine, the showroom stopped from March 20th to the 22nd. From there it left the country, destination Budapest, returning to Italy in April, stopping in Pesaro on the 26th and 27th.