In cooperation with our partner Doris Ackerl (Raumkomplett) we were for the second time responsible for conceiving, organising and implementing the exhibition booths for dm Austria at the GLOW Convention at Messe Vienna. On a total area of 820+ sqm, selfie spots, DIY stations, a pop-up store and a meet & greet area were set up, all of it outfitted with the typical dm look. With a completely novel concept, six exhibition booths turned into a large central dmPlaza that invited the roughly 5,500 attendees to experience dm’s wide range of brands at Austria’s largest beauty fair.