minilu’s Wonderland
Winner
Excellent Architecture
Fair and Exhibition
Details
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.
The Jury‘s Statement
An impressive brand architecture spatially translates the emotional identity of »minilu’s Wonderland«. The charismatic concept consistently breaks with conventional trade fair formats, creating an immersive experience that subtly links expertise, community, and entertainment. Powerful color schemes, coherent spatial organization, and playful interaction make this project a pioneering example of sustainable and relevant brand staging in a temporary environment.
