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experiential agency


Kingpins Show


Industrial inspiration for denim's industry

Industrial influence. XXL networking. WINK transformed the industry’s biggest annual denim trade show for 2022’s return.


Trade shows haven’t seen the best of days since 2020. So, for 2022’s edition of longtime partner Kingpins’ annual denim trade show, we wanted to inspire the denim world to feel amazing by taking them to a completely new, awe-striking location on the outskirts of Amsterdam. 

The result? An XXL sized event where the industry’s best minds could come together again and experience a new phase of growth – not to mention finally getting their hands on new fabrics and textures for real again. 

Impactful, industrial design took center stage across several hulking concrete and steel levels of Sugar City, Amsterdam – with the 10th anniversary of Kingpins welcoming more visitors than ever before. The space didn’t just inspire and connect visitors, it ushered in endless moments of solidarity across 2 days of innovation. Who said there’s no friends in the industry?