Cleverly packaged innovations
Tetra Pak at Gulfood, Dubai
Cologne, March 2011 The iLab Brand and Exhibition Pavilion developed and constructed for Tetra Pak last year was used extremely successfully for the first time at an exhibition open purely to the general public ...
Cologne, March 2011 The iLab Brand and Exhibition Pavilion developed and constructed for Tetra Pak last year was used extremely successfully for the first time at an exhibition open purely to the general public.
Tetra Pak made use of the Portfolio & Innovation Lab at the worlds largest fair for foodstuffs and beverages, the Gulfood in Dubai, as the central element of its stand. The aim was to present the most important innovations and developments for the coming years to as broad a public as possible. This was also the reason for the company to invite all customers from the Tetra Pak market cluster Middle East to personal presentations and guided tours of its impressively staged world of brands and products. With great success: all tours of the stand were booked out from day one.
The mobile exhibition platform had already been premiered at the FISPAL in Sao Paolo last year. In the autumn of 2010, Tetra Pak commissioned the construction of a second identical iLab. Use was also made of the iLab at the PACTEC in Helsinki as well as at in-house company events.
The idea, design and concept of the iLab are all from OSK. Construction and logistics are also entirely the responsibility of the agency. All building-blocks, exhibits and media elements for the fair stand in Dubai were supplied in advance by ship from Antwerp - dismantled into their individual parts and stowed in five 40-foot ships containers.
In Dubai the Tetra Pak fair stand not only generated extremely positive feedback from those who visited it but was also awarded the prize for the best stand over 100 square metres in area.