How-to on ‘Sustainable Stand Construction’ at Messe Düsseldorf

Trade fairs are a very sustainable way of doing business because numerous appointments, networking and continuous education are pooled in one place, saving money and above all resources.At the same time, sustainability as a highly topical theme for all industries forms an integral part of the ancillary programme of our leading trade fairs – most recently at the Spotlight Talks of interpack.And by presenting new technologies and green innovations as well as enabling knowledge exchange at our trade fairs, we also contribute to the transformation of the economy.

We are also aware, however, that trade fairs have a major negative impact on the environment, caused by stand construction, to name but one source, and we are working towards reducing these continuously. Since this can only be accomplished with our customers, we have compiled a customer guide with recommendations on how to make trade fair appearances as sustainable as possible.

With a view to reducing the environmental impact of trade fairs, we follow the well-known “7 Rs” of resource savings as guiding principles:

● Reflect: Carefully plan the complete trade fair concept and question it time and again.
● Rethink: Look beyond your own backyard to take conscious and unconventional decisions.
● Refuse: Avoid materials and processes with a negative impact on the planet and the people.
● Reduce: Check the efficiency of materials, technology and logistics to save resources.
● Reuse: Consider reusable materials, modular construction and renting.
● Repair: Clarify whether damaged materials or products can be repaired rather than replacing them right away.
● Recycle: Rely on circular-economy ready materials, waste separation and professional disposal with a maximum recycling quota.

Already in the conceptual stage clear targets should be defined for designing one’s own trade fair stand in an environment-friendly way. This is helped, for instance, by CSR guidelines or CO2 balances. Likewise, partner companies should be selected according to these aspects. Local service providers with warehouses on site could be commissioned or online meetings could be arranged to save transport emissions and travel activities.

Once the basic structure of the trade fair stand has been developed, further decisions have to be taken that can optimise its eco-balance – which is impacted especially by transport and furnishings.

Transporting stand elements, materials and exhibits is, of course, unavoidable. The CO2 emissions of logistics associated with a trade fair participation, however, can be reduced substantially with, for example, the efficient utilisation of vehicle capacity such as collective consignments, or reusable packaging materials and transport crates are other options.

Less is more when furnishing trade fair stands: a minimalist design attracts visitors’ and (potential) customers’ attention to essentials: the company’s products or services.

Our Service Alliance also provides counselling for all the necessary considerations on your path towards a sustainable trade fair appearance. And even more: on request our colleagues can take on the complete coordination and organisation including quality assurance down to dismantling later.

With “hand-picked” service partners, a global network, and a customer-focused team we can customise carefree packages for our exhibitors, or offer individual, tailor-made services. Thanks to our access to tried-and-tested partner companies and our longstanding experience in exhibition architecture wrong decisions can be avoided and, hence, resources be used more efficiently.

Reusability ranks especially high on the agenda of the Service Alliance: “Considering the high number of square metres occupied by some stands it is no longer acceptable to follow the concept of the throwaway society,” stresses Bianca Bott, Senior Manager Service Alliance. This awareness results in creative solutions. Floor substrates can consist of recycled bottle caps or stand walls of popcorn – and later stand floor coverings are turned into bags or dog harnesses.

The team has also detected a changed mind-set when exchanging with customers. The energy crisis and material bottlenecks have made it clear that the resources for trade fair appearances are also finite. This makes it indispensable to engineer stands in such a way that they can be used more than once. But Bianca Bott raises one point: “Large-scale sustainability must also be affordable for enterprises. But it never ceases to amaze us what is even attainable on a small scale.” Any contribution as small as it may be still counts – be it environment-friendly printing ink for a flyer, foregoing unnecessary give-aways, using local public transport for travelling or catering with regional and seasonal food. At the end of the day, even solutions which are initially more expensive, pay off when stand elements can be reused several times.