Typology: Exhibition Space Design , Brand Experience Design, Interactive Exhibit Design

Role: Concept Development, Design development, 3D modelling & renders, Working drawings.

Location: Dusseldorf, Germany

Completed: 2019

An exhibition booth for a leading polymer manufaturing corporation, to showcase a revolutionary new plastic recycling tecnhnology.

The Approach: Don’t explain what chemical recycling is, immerse the audience in it by creating a spectacular immersive experience able to convey the emotional significance of this technology. And then articulate the entire design and communication around it, creating a strong and singular red thread through thousands of products and solutions.

Anamorphic projection was the technology used as a way to create the optical illusion of depth on a flat surface or screen, this technology allowed us to open a literal window in the center of the SABIC booth, slicing the booth in half. The gap created became the stage for a spectacular animation explaining the chemical recycling process along with its huge potential into all major industries.

Stopping the guest on their tracks and fuelling hundreds of conversations, was the answer. The entire design of the exhibit was articulated around this center piece, shifting chemical recycling from a small explainer in a sea of solutions to the most talked about experience at the K-Event.

The stand was named the best booth of the show through an article named “The coolest thing I saw at the K today: Sustainability is all around at the Sabic stand”, from one of the most influential industry press website, triggering fantastic reactions from the SABIC sales and executive teams. The SABIC K exhibition was named the “Best ever done by SABIC” by its CEO and Chairman.