We transformed the Mexico City Children’s Museum into a stylish corporate fair
Un gran desafío, convertir el museo del niño en una feria anual de una tienda de autoservicio
Welcome to the 3B Brand Fair! This grand event brings together nearly 50,000 employees from 3B stores across more than 10 states in Mexico, in a massive celebration where the store’s own brands are the true stars. Each year, the fair adopts a different theme, and this time we dove into the exciting world of Science Fiction.
The challenge
Our challenge was to conceptualize the fair with a futuristic touch, drawing inspiration from Sci-Fi movies, books, and comics. We worked with the brand characters, creating an environment that transported all attendees to a universe full of creativity and animation.The task was no small feat. Although we had experience with this type of event, this time the setting was different: the event was held at the Children’s Museum. A charming place, yes, but not designed to accommodate 50,000 attendees while also hosting a fair with over 60 stands.
GRAPHIC WALL
How we did it
How did we do it? After multiple visits and analyses, we decided to close off some areas of the museum to facilitate guest flow and make the most of the available space. We created a strategic map for the placement of each stand and named various areas to make navigation easier.
To divide the space and guide the guests, we created panels with monumental illustrations—some over 10 meters long—all with a science fiction theme. These panels not only served a practical purpose but also added an impressive visual dimension to the event.
Additionally, continuing with the fair’s tradition, we produced volumetric figures of the characters inspired by our illustrations. We also created a wide variety of illustrated materials, such as banners (1 m x 1.80 m), adhesive vinyls, and we even skinned the auditorium, transforming it into a spaceship.
The museum’s screens and wall screen came to life with motion graphics, bringing all the characters to life and creating a fully immersive visual experience.
The outcome:
The event was a resounding success, welcoming over 50,000 people without a hitch, all within an atmosphere of futurism that left the employees with an unforgettable experience.
