Salone del Libro Torino 2025, NUINUI’s stand designed for kids transforms into a giant open pop-up book, immersing visitors in the playful, prehistoric world of their dinosaur-themed children’s title.
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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 was what I wanted to create.
Brief - The Book
Inspired by the sculptural language of paper pop-up cutouts, the design reimagines this playful aesthetic at an architectural scale. Created for NUINUI’s participation at Salone del Libro Torino 2025, the concept draws from their bestselling Dinosauri XXL pop-up book, a favorite among children. The space invites young visitors to step inside the pages, immersing them in a vibrant Jurassic world populated by oversized, vividly colored dinosaurs. This bold, interactive setting transforms the booth into a time-travel experience—where children feel small 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.
