“Minilu’s Wonderland”: A Brand Experience World

On the occasion of the 15-year anniversary of the minilu brand, one of the largest online depots for dental articles, the “minilu’s Wonderland” was realised as a world of experience that brought together further training, networking and entertainment in an interactive festival format. The aim was to enable visitors to experience the brand values in a cheerful, leisurely and imaginative manner, as well as to create an inspiring environment for the participants.

More than 1000 visitors from all around Germany took part in the event. It offered a mix of practical workshops, inspiring presentations and interactive stations spread over 4500 square metres.

The centrepiece was the minilu village with a pink ball pit and a village square, which invited guests to call in and take part. The visitors could gather practical experience regarding topics such as bleaching and dental jewellery in the various themed areas, or discover the new colours of the “medical fashion” collection by van Laack. Flower crowns were woven in the Beauty Corner, while the makeup artist Boris Entrup and his team ensured a glamorous look. In addition, twenty exhibitors provided the opportunity to converse with fellow professionals and engage in business discussions.

The attractively designed themed areas, featuring the childlike and playful design of the brand, created an immersive experience with charming details. Particular attention was paid to strengthening the connection between the brand and the target group. With bold colours, creative approaches and the targeted use of simple media, the event told an atmospheric and emotional story.