The demands were high. mac. brand spaces was able to impress with a holistic and thoroughly sustainable presentation concept. The mac creative team developed a super sign in 2D and 3D - the "Loop of Endless Possibilities" - which communicated solutions in a strikingly visible way and defined the stand architecture. The sign took up the idea of a life cycle for individual phases of production, use and recycling and showed BASF's products and solutions in the color mirror of the theme assignment in different applications.

The "Plastics Journey" was experienced spatially in the "Community Space", the staging of the brand core "connected". Here, face-to-face dialog, interactions and the exchange of information between BASF and its target groups took place in a contemporary and inspiring co-working atmosphere. A stage forum presented current topics live. BASF's themed showcases were set up around this community space, ranging from digital simulation solutions to charging infrastructure and recycling solutions.

BASF's "Plastics Journey" was declared a "must go" at the trade fair. It showed ways in which trade fair presentations can be designed to be sustainable in many senses of the word.