Moomin BLE stand

Fair stand design for the Moomin brand.

Brand Licensing Europe is the only pan-European event dedicated to licensing and brand extension, bringing together 280+ leading brand owners with 7,500+ retailers, licensees and manufacturers for three days of deal-making, networking and trend spotting. We were tasked with renewing the Moomin fair stand for this year’s event together with Lappset Creative.

The BLE can be a visually challenging environment for brands to be noticed in. Most brand properties are colourful and their stands are often very loud and cluttered. The challenge for us was to make the Moomin stand eye-catching and unique in such a hectic environment.

Our vision was to position the Moomin brand as calmer and more art & design orientated than other brands at the fair. We wanted the stand to be an oasis of calm amidst the hustle and bustle – a place where design meets fantastic stories in an elegant yet playful surrounding. The resulting design which we nicknamed the ‘Emmenthal design’ draws inspiration from nordic design and materials as well as Tove Jansson’s much loved picture books. When the light shines through the holes in the roof the play of light and shadows creates a magical effect.

The biggest display area for products was the round table. This is where the latest Moomin products were presented. Instead of having to walk round the massive table the table rotates so that viewers can view a buffét of beautiful Moomin products gliding by.


Client: Moomin Characters/Bulls licensing
Sector: Branded spaces
Type of work: Visual design concept for the stand
Photography: Jinkyu Choi, Eeva Rinne