Circular Collective
Regional partnerships
Partners in the region support circular projects. The trade fair architects at imb troschke are based in Mörfelden-Walldorf, Hesse, less than 20 kilometres from Messe Frankfurt. Photo: imb troschke
Partners in the region support circular projects. The trade fair architects at imb troschke are based in Mörfelden-Walldorf, Hesse, less than 20 kilometres from Messe Frankfurt. Photo: imb troschke
The Circular Collective team at tw tagungswirtschaft has successfully minimized waste at IMEX 2024 and compiled a CO2e balance sheet. As part of the ongoing improvement process, the focus now shifts to refining sustainability measures: How can we choose more eco-friendly materials and collaborate with regional partners?
Before IMEX 2024, the recyclable exhibition stand project team analyzed the materials used in the tw tagungswirtschaft stand at the previous event. Key primary materials included 10.2 kilograms of ribbed carpet and 3 kilograms of PE film. Secondary materials comprised 1,213.4 kilograms of coated and uncoated chipboard, a 270-kilogram iron plate, and 235.3 kilograms of blockboard. In total, 1,900.1 kilograms of materials were used, with 99% being recyclable and just 19.2 kilograms (1%) classified as waste.
Dr. Christoph Soukup, a circular economy expert with 2bdifferent, views this as an excellent outcome. Thanks to trade fair architect Andrea Walburg, waste levels have been significantly minimized. "This analysis clarified which materials were recyclable and what was ultimately disposed of," notes Andrea Walburg, Managing Director of imb troschke. As a result, the waste from the trade fair stand, initially 19.2 kilograms in 2023, was successfully reduced to just six kilograms in 2024.
Andrea Walburg innovatively replaced the carpet at this year’s tw tagungswirtschaft stand with a durable floor panel, designed for use in both 2024 and 2025. Additionally, the front of the stand was covered with materials sourced entirely from a shared pool, which were returned afterward. This sustainable approach, combined with the fact that the stand has already been used four times and is slated for a fifth in 2025, highlights the long-term benefits. Walburg emphasizes: "This is an ideal foundation for planning sustainable, long-term use with our clients."
CO2e-Emissionen
After IMEX 2024, the team collected the activity data of the tw tagungswirtschaft stand in order to measure the actual CO2e emissions generated. To do this, Clemens Arnold, Managing Director at 2bdifferent, recorded all emissions from the planning, production and implementation of the trade fair presence and calculated them according to the internationally recognised Green House Gas (GHG) Protocol Standards. The result? The trade fair stand at IMEX 2024 from 14 to 16 May generated a total of 1,855 kilograms of CO2e. Of this, 1,260 kilograms were attributable to the proportionate use of materials, rental furniture, transport, assembly and dismantling and a further 595 kilograms to the operation of the stand, such as the overnight stays of the tw team and stand personnel.
Total exhibition stand 1,260 kilograms CO2e
- Stand construction (material already used 4 times) 580 kilograms CO2e
- Logistics exhibition stand 120 kilograms CO2e
- Rental furniture 150 kilograms CO2e
- Overnight rental furniture 200 kilograms CO2e
- Logistics Rental furniture 210 kilograms CO2e
Total operation 595 kilograms CO2e
- Overnight stays tw team 210 kilogrammes of CO2e
- Logistics Catering 255 kilograms CO2e
- Catering 80 kilograms CO2e
- Location 20 kilogrammes of CO2e
- Speaker 15 kilogrammes CO2e
- Cleaning 15 kilograms of CO2e
The tw tagungswirtschaft stand at IMEX 2024 generated a total of 1,855 kilograms of CO2e; 1,260 kilograms of CO2e for the stand and 595 kilograms for operations. Photo: tw tagungswirtschaft
While trade fair architect Andrea Walburg has already made impactful improvements to the tw tagungswirtschaft stand—such as eliminating the carpet—the responsibility now shifts to the tw team in managing the stand’s operation. Around a third of emissions result from travel, lodging, and trade fair attendance. Simone Hammer, overseeing sales, marketing, and the IMEX presence, states, “We’re scrutinizing each factor. Our first step will be to address and reduce the emissions generated by the tw team itself.” If you convert the emissions generated to the 34.5 square metres of the exhibition stand at IMEX 2024, this results in 53.7 kilograms of CO2e per square metre. "The construction, i.e. the physical part, accounted for 36.5 kilograms and the operation of the stand for 17.2 kilograms of CO2e," explains trade fair architect Walburg.
Photo: imb troschke
"We are very aware that we will not win any design awards for the time being with our multiple use concepts and our focus on the nine Rs - Rethink, Refuse, Reduce, Reuse, Repair, Refurbish, Repurpose, Recycle, Regenerate. But the environment will benefit from our entrepreneurial focus on the circular economy."
Andrea Walburg, Managing Director imb troschke
Circular economy and climate protection
Studies such as the Circularity Gap Report 2024 repeatedly point out the connection between the circular economy and climate protection. The analyses arrive at an order of magnitude of 40 to 70 per cent of CO2 emissions that could be saved by using resources and things differently, i.e. through a circular economy.
Dr. Christoph Soukup explains that while the optimized tw tagungswirtschaft stand at IMEX 2024, with only six kilograms of waste and two tonnes of materials, reduces CO₂ emissions, it cannot eliminate them. Using a metaphor, he compares it to draining a pond, revealing issues that would otherwise be hidden. Soukup was struck by the over ten percent of emissions from furniture rental staff’s accommodations. He highlights three levers for further improvements: reducing CO₂ hotspots, selecting sustainable materials, and prioritizing local resources.
Optimisation of the CO2 hotspots
As overnight stays account for a quarter of the CO2e emissions, there is a need to consider ways of minimising them, for example by using on-site staff. Soukup suggests selecting hotels according to their sustainability efforts - or better still, if they have a record, the smallest possible carbon footprint. For Simone Hammer and her tw colleagues, this is an aspect that should be taken into account when making bookings for IMEX 2025. The same applies to travelling to Frankfurt am Main by train and using public transport on site. While the company's own employees and service providers can still be monitored and directly influenced by the exhibiting company, this has so far not been possible for international visitors to the stand.
Cycle expert Dr. Christoph Soukup notes that improvements in sustainability often involve complex trade-offs without straightforward answers. For example, finding a rental furniture provider closer to the event could cut emissions but might disrupt established partnerships. Simone Hammer emphasizes the value of these partnerships, indicating a commitment to collaborative solutions. Soukup suggests rethinking logistics by bundling furniture deliveries, while trade fair architect Walburg proposes that rental companies deliver and store furniture locally when in the area, potentially eliminating extra trips and further reducing emissions.
Selection of materials
Soukup applies a few principles when selecting materials: Secondary material, material that has already been used, is preferable to primary material, freshly mined, manufactured material. Materials from regional sources are preferable to materials from further afield. Monomaterials that consist of only one material are preferable to composite materials that are glued, mixed or otherwise joined together in such a way that it is difficult to separate them into their components afterwards, because joining and screwing is better than gluing and riveting. Non-toxic materials have priority over toxic materials.
The circular economy is based on a few simple principles: secondary materials before primary materials, regional materials before materials from further afield, etc. However, if you take these principles seriously, they can be quite challenging to implement. After all, where do you actually source secondary material of the required quality today (and not steal it...)? How do you ensure the regionality of the materials used when not even the suppliers have a real overview of this? This can and must be built up step by step.
A word of caution, notes Dr. Soukup: an exhibition stand like the tw tagungswirtschaft stand, now being used for the fifth time at IMEX 2025, significantly improves its carbon footprint through reuse and should not be discarded simply because some materials may not fully meet sustainability criteria. "One of the most important principles of a smart circular economy is to use what’s already there," he emphasizes. Instead, these principles should be prioritized when sourcing materials for new stand construction projects that require additional resources. However, the selection of such materials is still not a foregone conclusion. PVC, for example, is a notoriously difficult material because it is virtually impossible to recycle and also contains toxins. At the same time, many products, especially in exhibition stand construction, are based on PVC. Finding - functioning - alternatives here still involves a lot of work and is sometimes not yet successful.
A little material science
- PVC (polyvinyl chloride): PVC is often used in banners and as a panelling material. However, it contains phthalates, which can be harmful to health. Harmful chemicals can be released during production and disposal.
- Foams such as polystyrene: Often used in the construction of temporary displays and packaging, these materials are difficult to recycle and can contribute to environmental pollution if disposed of improperly.
- Certain types of adhesives and paints: Products that contain high levels of volatile organic compounds (VOCs) can be harmful to both the environment and the health of workers.
- Composite materials: Materials that consist of different components can be difficult to recycle as they cannot be easily broken down into their individual components. For example, Dibond has a core layer of polyethylene sandwiched between two aluminium sheets.
- Disposable materials: Any material that is designed for single use without the possibility of reuse or recycling can be considered negative, especially if it comes from unsustainable sources.
- Acrylic (Plexiglas): Is often used for signs and displays. Acrylic is difficult to recycle and produces harmful emissions during production and disposal.
- Glass fibre reinforced plastic (GRP): Sometimes used for structural elements or furniture. GRP is difficult to recycle and often involves the use of resins and solvents in its manufacture, which can be harmful to the environment.
Those: 2bdifferent.
Importance of regionality
As with materials, it is important to take a close look at regionality. Soukup gives an example from the construction industry: for gravel, for example for concrete production, a transport route of over 50 kilometres is no longer regional, depending on the area. For cement, on the other hand, with only just over 30 production plants throughout Germany, it is possible to travel 200 or more kilometres to the concrete plant without losing regionality. Regionality is becoming increasingly important not only in the choice of materials, but also in the choice of suppliers and partners if processes are to be organised in cycles. The fact that the trade fair architects at imb troschke are based in Mörfelden-Walldorf in Hesse, less than 20 kilometres from Frankfurt am Main, is ideal in the case of the IMEX trade fair at Messe Frankfurt. "We are a company based on the outskirts of the trade fair city of Frankfurt," explains Andrea Walburg, adding: "We focus on short distances, long-term partnerships and a local network." Partnerships and regional networks support cycles. Borrowing items from local partner companies is another approach. Service providers such as TrashGalore, who help used materials to find new uses, can only realise their offer if there is enough material available for aftercare. "With an optimised stand like tw tagungswirtschaft, however, there is not enough material to make it worthwhile to use it," says Soukup, adding: "Consolidation across several clients could create a sensible volume. This also requires regional collaboration." A trade fair organiser or exhibition centre could take over the coordination, i.e. the continuous improvement process must go beyond the circular exhibition stand team.
The circular exhibition stand
The CSR agency 2bdifferent, the trade fair architects imb troschke and the tw tagungswirtschaft of the dfv Mediengruppe are planning the tw stand at IMEX 2024 in Frankfurt according to the principles of the circular economy. The project is being supported by Osnabrück University of Applied Sciences, Faculty of Business, Economics and Social Sciences / Department of Business Administration, Event Management. The contact person is Prof Dr Kim Werner. All three pillars of sustainability (ecological, social and economic) and their fields of action are being analysed. The project is intended as a pilot for the event industry, is designed to be transparent and will be processed cross-media from 2023 to 2026. Contact persons are Dr. Christoph Soukup and Jürgen May from 2bdifferent, Andrea Walburg from imb troschke, Simone Hammer and Kerstin Wünsch from tw tagungswirtschaft.