minilus Wonderland
Pink fifteen
A pink wonderland was created to celebrate minilu's fifteenth birthday. minilu is an online dental depot for practices and laboratories that deliberately focuses on a cheerful, colorful appearance. With a lot of courage to use color and a strong portion of creativity, we were able to spatially implement the "brand home" of the brand character of the same name, minilu, at the IDS 2023 with minilu's dream house. minilu's Wonderland followed on seamlessly from this implementation and brought it into the context of a festival in a formally recognizable way. With great attention to detail, a dental festival congress was created that appropriately celebrates the company's anniversary.
Unique trade fair experience
With the minilu Wonderland, our customer minilu addressed its customers as well as manufacturers, partners and other long-term companions from the dental industry and invited them to a unique trade fair experience in Düsseldorf at THE FRAME. The escapism-oriented architecture of the festival created a uniform, overarching branding that transformed the location with industrial charm into an authentic brand wonderland.
The exhibition grounds were divided into various thematic areas: In a workshop area, visitors could gain practical experience on topics such as bleaching and dental jewelry, while theoretical lectures and keynotes took place in the Speakers Corner and on the main stage. In addition, the new colors of the "Medical Fashion" practice collection by van Laack were shown in the minilu Wonderland. In the Beauty Corner, visitors could weave their own flower crowns and make-up artist Boris Entrup and his team ensured a glamorous look. Twenty industry-relevant exhibitors presented themselves on site and not only gave visitors professional input, but also the opportunity to secure special trade fair prizes and exchange professional information.
The heart of minilus Wonderland was the minilu village, which, in addition to a pink ball pit and its architectural and design analogy, cited a village square as a center of togetherness and encouraged participation and lingering. This gesture and the overall open and friendly design created a target group-oriented and inviting atmosphere.
Look & feel of the brand
For our client's festival, we developed and implemented the entire conceptual approach by creating the design and architecture of the event in the look and feel of the minilu brand. Project management and coordination with partners and other trades were also part of our tasks.
With creative approaches and a targeted use of simple means, we managed to continue telling the story of the minilu dream house. The two-day event delighted visitors with innovative products, exciting exhibitors, rousing keynotes and interactive workshops. The positive response from the participants made the event a complete success.
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