The Drum: Wonder helps Gelato Connect launch new platform at drupa

Over the 11-day exhibition, GelatoConnect encouraged interaction with customers and peers, showcased live demonstrations of the new platform, and offered in-stand business consultations.

GelatoConnect is the new automated, end-to-end print production software platform of Gelato, the print-on-demand brand. Wonder was briefed with creating an engaging experience to introduce GelatoConnect at drupa; an event that showcased the platform as a progressive solution to the printing industry's current challenges and a forward-thinking, future-focused alternative to existing products.

Partnering with Gelato at an early stage of GelatoConnect’s development, Wonder was able to undertake close strategic and creative development with the brand to create assets that would resonate with drupa’s audience. The collaboration began with a brand-building workshop that established a rigorous and collaborative creative process.

The immersive drupa stand’s features included a digital billboard that show-rolled content, daily live ‘deminars’ (digital seminars), and Scoop Sessions (where industry leaders shared their thoughts on what issues are propelling the print industry). Visitors could additionally interact with GelatoConnect across a range of devices, alongside an IRL bar that enticed guests with Italian gelato.

Furthering the conversation around what Gen Z and the creator economy mean for printing, Gelato Founder, Henrik Muller Hansen, also explored makers’ untapped potential and paths to new avenues of growth in a keynote speech at the drupa Cube on 31 May.

Wonder’s Executive Creative Director, David Crease, said:

“With our ‘Powered by Possibility’ ethos at the heart of everything we do, partnering with a brand such as GelatoConnect was a must. Bringing a new brand to life IRL for the first time presented us with an interesting creative challenge; how to create a standout, attention-grabbing environment and on-stand experience in one of the largest and busiest expo shows in the world, whilst ensuring our brand and product communication remained laser focussed and immediately relatable to the drupa audience.

Our collaborative, workshop-led approach allowed us to work with the amazing team at GelatoConnect to establish exactly how the brand should appear and behave across multiple touchpoints. This way, we were able to ensure that their first IRL event created lasting energy and momentum for the business going forward. We’re so excited to see this relationship develop even further.”