nParallel Chosen to Create and Construct a New Tradeshow Display to Interpret and Communicate Minco’s Brand

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Display Design Emphasizes Minco’s Engineering Expertise and Technology Edge

Minco ( has been designing and manufacturing critical components for critical applications since 1956. Based in Minneapolis, Minn., Minco employs more than 800 people and is a global company with European headquarters in Aston, France and Asia Pacific headquarters in Singapore. The company has earned a reputation in the medical, defense, global security and building automation industries for engineering high-quality, high-reliability Thermofoil™ Heaters, Flex Circuits, Sensors and Instruments.

Minco recently launched a re-branding initiative utilizing various media, including tradeshows, to communicate their unsurpassed ability to design and manufacture critical components. To interpret their brand and present its solutions at tradeshows, Minco selected nParallel, the international brand communication, merchandising strategy and display agency based in Minneapolis.

A major focus of Minco’s brand messaging is its vital collaboration with customers’ engineers. Engineer-to-engineer interaction helps Minco create custom and integrated components that achieve the highest degree of innovation, quality and functionality.

“nParallel’s design demonstrated a strong understanding of the Minco brand. The tradeshow booth they developed combines a high-tech approach that creates interest in the technical aspects of our products, but also provides an engaging environment where we can comfortably hold discussions with customers and prospects,” said Mary Rapaport, global marketing director, Minco. “What’s really great is that they were able to deliver it on time and within our budget.”

“In the 20x20 foot configuration, we kept the front corners open to make the space inviting and easy to enter,” said Al Jessen, senior designer, nParallel. “We also used photos in the graphics to put a human face on the technology and emphasize Minco’s partnership and relationship messages.”

The new Minco display can be set up in 10x10, 10x15 or 10x20 in-line configurations, and it scales up to 20x20. “nParallel created a simple system for the booth’s four product kiosks, so we can display the specific solutions we want to highlight at different shows,” said Rapaport.

Minco will debut the display at Medical Design and Manufacturing® (MD&M) East, June 6-9, 2006 at the Jacob K. Javits Convention Center (booth #1959), New York, N.Y The company will also use the display at the MEDTEC China trade fair, June 21-23, 2006, Shanghai, China and at the Electrical Apparatus Service Association (EASA) Convention (booth #667), Las Vegas Convention Center, June 26-29, 2006.

About Minco

Minco designs, manufactures and markets critical components for critical applications. The company is unsurpassed in its ability to integrate and assemble flexible Thermofoil™ Heaters, Flex Circuits, Sensors, and Instruments into a single component for greater efficiency. Minco helps companies minimize the risk of product failure by providing highly reliable components and expert design services. For more information, go to

About nParallel

Brand marketers and retailers know that store fixtures, merchandising systems and tradeshow displays establish the brand experience, engage customers and drive sales – if they are planned with imagination, then skillfully crafted. But, too often, unfocused planning, uneven execution and unexpected costs squeeze the creative spark out of their most promising concepts. The alternative? nParallel (, the international brand communication, merchandising strategy and display agency based in Minneapolis. Whether the venue for connecting with your customers is a store or a show, nParallel fulfills the big-picture vision while keeping a sharp eye focused on the details of disciplined production, meticulous program management, and the budget bottom line. Seeking uncompromised excellence in brand communication? Call nParallel, 763.231.4800.

Note to Editors: High-resolution renderings of the Minco tradeshow display created by nParallel are available to members of the media upon request.


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David Aquilina
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