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 world’s 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 ship’s 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”.