minilu brought its biggest platform update to IDS 2025 as a game. TFO conceived, designed, and built the mini.mall, a responsive gamified cloud world where visitors experienced new shop features through play and earned real rewards. It ran across the show floor for the full event. Every station stayed busy. Every prize was claimed. The experience continues to live inside the minilu website and e shop.
Summary: minilu is one of the most successful B2B dental supply shops in the German speaking world and the Netherlands. Built for the teams who run practice and lab operations every day, with warmth, care, and a lot of energy. At IDS 2025 in Cologne, minilu paired a complete e shop relaunch with significant new functionality. Subscription ordering, consolidated monthly billing, automated stock reminders, a full inventory dashboard. The people it needed to reach were ZFAs, the assistants who handle ordering for the practice. Mostly young, digitally fluent, used to experiences that earn their attention.
The mini.mall answered with play. Visitors at the show entered a virtual shopping world and moved through it floor by floor, feature by feature. Each stop activated a new part of the platform through animation, interaction, and direct access to the live shop. A distinct minilu visual language, a full sound design, and the charming minilu character carried the feel of the brand into every frame. Idle animations ran between visitors to pull attention from across the floor. A challenge at the end made the learning tangible. Complete it and earn a minilu token. Redeem it on the spot for exclusive rewards including time with Boris Entrup, a long standing face of the minilu world.
TFO delivered concept, game design, visual world, sound design, voiceover, and full technical development. One responsive build, running fullscreen on the show monitors and on any screen size. Made for IDS, and ready to live on inside the minilu shop.
All six stations stayed busy through every day of the show. More than 200 limited hoodies were claimed before the final day. The prize pool ran out mid event, and the reward structure was updated live during the show to keep pace with demand.
Highlights One build, every screen The mini.mall is a single responsive game. It runs fullscreen on the trade show monitors and fits any device, every interaction intact. Made for the stand, ready to travel.
Learning that sticks A challenge closes every visit. Visitors apply a feature in the live shop, earn a minilu token, and redeem it on the spot. Knowledge becomes action before they leave the stand.
Built to live on The activation was made for IDS and designed to continue. The same world now sits inside the minilu shop, introducing features long after the show closed.
Contribution Concept, Game and Experience Design Activation concept, game mechanics, reward structure, UX design and interface design
Interaction World Character animation, cloud environment, animated shop floors, idle animations
Sound and Voice Sound design and voiceover for the full experience
Technical Development One responsive build for desktop fullscreen and every screen size Impact Six stations busy throughout, prize pool claimed in full, the experience now live inside the minilu shop
TFO Team: Jasmin Jilka Matthias Mach Mario Jilka
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Feature by feature
Six stations, no empty seats. Visitors moved through the cloud world floor by floor, applied a feature in the live shop, and walked away with a token. The stand became the most direct path into the product.
One build, Every screen
The mini.mall runs on one codebase. Fullscreen on the trade show monitor, scaled to any device without rebuilding. The game travels with the brand.
