Gelato
Taking a digital-first brand IRL for the first time
VENUE
Messe Düsseldorf
LOCATION
Düsseldorf, Germany
EVENT TYPE
Business Experience
DRUPA - sometimes described as "the Olympics of the global print industry" - hosts 1,625 exhibitors from 52 countries and, in 2024, was taking place for the first time in eight years. Gelato, an established disruptor in the print industry, had never created a real-life brand experience and tasked Wonder with bringing their GelatoConnect product to life for the first time ever.
( Challenge )
From URL to IRL
Gelato, a pioneering digital brand, were focused on bringing their brand to life in the real world for the first time through the lens of their new GelatoConnect product. This presented Wonder with a creative challenge: how could we craft a standout, attention-grabbing environment and on-stand experience at one of the largest and busiest global expos?
Our mission was clear – bring GelatoConnect into the physical world and ensure brand and product communication remained focused and relatable to the DRUPA audience.
( Strategic Spark )
Collaboration and differentiation
We tackled this brief with a collaborative, workshop-driven approach, immersing ourselves with the Gelato team at their Oslo HQ. These sessions allowed Wonder to deeply understand the brand, enabling us to craft an eye-catching, modern aesthetic that elevated the brand and stood out among peers at the event.
( Solution )
Welcome to GelatoConnect
The immersive DRUPA stand featured a dynamic digital billboard displaying content throughout the day, complemented by daily live 'deminars' (digital seminars) and 'Scoop Sessions', where industry leaders discussed the challenges and opportunities driving the print industry.
Visitors could also explore the GelatoConnect platform across various devices and enjoy a refreshing treat at the on-site gelato bar, offering fresh ice cream to enhance their experience. Over the 11 live days, GelatoConnect was able to cultivate a community and build connections in its first ever brand-owned space.
