Circularity at Scale: The Story Behind IBM’s High-Impact Return to HMI in 2026.
After an eight-year absence, IBM made a powerful comeback at Hannover Messe, and we are proud to have built their second-largest booth in the EMEA region. The real highlight, however, is not just the dimensions, but the Sustainability in Action that defined the entire project.
As part of the IBM EMEA Custom Architecture program, the booth demonstrated that premium brand experiences can be circular. By using a sophisticated mix of reused assets from major shows like Sibos and MWC, we minimized waste without compromising quality or brand impact.
The result was a project built almost entirely on reused or recyclable materials. Rather than building from scratch, the focus was on a modular infrastructure that prioritized longevity. By integrating repurposed architectural elements, we created a seamless ecosystem that supported everything from high-tech activations to private executive meetings.
From the Quantum Model activation to over 15 high-level sessions, the booth served as a high-performance hub for the convergence of IT and manufacturing.
This project proves that the future of events is modular, sustainable, and outstanding in execution.
