Waste Gallery
STOCKHOLM BUSINESS REGION
Challenge: Make Stockholm the talk of the world’s biggest real estate trade show MIPIM and push the sustainable transition with action instead of talk.
Trade shows have a huge sustainability problem. Globally they generate a yearly waste of 1.5 million tonnes. 60% of the materials used in stands end up in landfills.
For MIPIM 2024, the world’s largest real estate fair with 300 exhibitors and 20,000 visitors, Stockholm Business Region and the City of Stockholm wanted to inspire sustainable action and make exhibitors question how they build their booths, by showing that a stand built with waste can be both beautiful and functional.
Together with the French design firm Smarin, led by the renowned designer Stéphanie Marin, Stockholm created Waste Gallery – a stand built with locally sourced waste and construction waste from other exhibitors.
Stockholm’s initiative became the talk of MIPIM and pushed the sustainable transition with action instead of empty words.
It was the only stand at MIPIM created from others’ waste, and the only stand at MIPIM without a carpet or flooring.
It earned exposure in MIPIM’s media channels and trade magazines.
It was lauded by visitors and sustainability experts at MIPIM for being innovative and inspirational.
No glue, screws or nails were used in the creation of the stand. After MIPIM the stand was disassembled and the parts are stored in Nice by Smarin for use in their future assignments and design projects.
Want to read more?
> Articles in Fastighetsnytt 1
> Articles in Fastighetsnytt 2
> Article in Fastighetsvärlden
> London Communications Agency blog post
For more information, contact:
Johan Gustafsson
+46 70-632 90 20
