minilu’s Wonderland

To mark its 15th anniversary, minilu created minilu’s Wonderland – a temporary spatial format that brought together professional training, brand experience, and entertainment in a scenographic environment. An industrial event location was transformed into a pink brand world, designed specifically for dental assistants. Practical workshops, live demos, and stage formats were embedded into an escapism-oriented, functionally structured spatial concept. The brand identity was translated into space with consistency – playful, approachable, and unmistakable – breaking with the conventions of a traditionally sober industry.