Salone del Libro Torino 2025, NUINUI’s stand transforms into a giant open pop-up book, immersing visitors in the playful, prehistoric world of their dinosaur-themed children’s title.
The Concept
The concept emerged as I flipped through the book and watched the intricate cutouts unfold to reveal a vivid prehistoric scene. The idea of immersing oneself in a life-sized paper environment, surrounded by printed characters, immediately came to mind.
The Brief - The Book
The stand design draws inspiration from the sculptural language of paper pop-up cutouts, reimagined at an architectural scale. Developed for NUINUI’s presence at Salone del Libro Torino 2025, the concept is rooted in their bestselling Dinosauri XXL pop-up book—a favorite among children. The space invites young visitors to step into the book itself, surrounding them with oversized, vividly colored dinosaurs. This immersive environment transforms the booth into a playful, Jurassic landscape, where children feel as if they've shrunk and traveled back in time to roam among giants.
The Engagement
The true test lies in observing the interaction between visitors and the space. It’s essential to measure engagement by seeing whether people naturally behave in ways envisioned during the design process. In this case, the outcome was successful; both children and adults were eager to take photos with the dinosaurs, which in turn drew increased traffic to the stand.
