The starting signal was given at Anuga FoodTec (19 to 22 March) in Cologne, where we opened our interactive roadshow container in Hall 9.1 Stand D090 to visitors on the last two set-up days – 17 and 18 March.

A high-calibre panel discussion with well-known industry representatives was the central point of the first roadshow stop in Cologne. Stefan Trieb discussed the challenges and opportunities of live communication in the field of sustainability and digitalisation with Charles Schmidt, Head of Cross Media Solutions at Krones AG, and Prof. Dr. Christian Glasmacher, Head of Corporate Development at koelnmesse. Visitors could also look forward to inspiring presentations: Prof. Stefan Luppold, professor at DHBW Ravensburg, kicked things off on 19 March with a keynote speech. This was followed on the second day of the trade fair by Nicole Stein and Katrin Oberließ, CEO and Sustainability Officer at Melles&Stein Eventcatering. Finally, Richard Dürr, Managing Director of Reciclage, spoke about the possibilities of recycling and upcycling trade fair graphics.

The second stop of the roadshow format was the Hannover Messe. As with the first stop, visitors were able to meet us not only during the trade fair (from 22 to 26 April), but also on the last two set-up days, on 20 and 21 April, in Hall 4, Stand H42.

The central highlight of the event was undoubtedly the panel discussion, similar to the one in Cologne, on the second day of the trade fair. In an informal exchange of ideas, high-calibre participants discussed the future of the industry. Dr Patrick Spilker, Corporate Strategy Speaker at Deutsche Messe AG, contributed his extensive expertise, while Welf Zöller, Head of Dialogue Communication at the renowned Fraunhofer-Gesellschaft, offered innovative perspectives. Stefan Trieb, CEO of mac. brand spaces, brought an additional dimension to the dialogue with his innovative thinking and industry-leading experience.

The programme was opened on Monday 22 April by Matthias Becker, Creative Director of mac. brand spaces, and Janina Lamer, Creative Director of Taaro. They discussed sustainable stand concepts at length, while the DHBW Ravensburg alumni meeting took place in the evening. After the panel talk, Fabian Höffner, Co-Founder & CEO of TRASH Galore, presented their ingenious approach to recycling and reusing materials. On Wednesday, Professor Stefan Luppold from DHBW Ravensburg gave his lecture, in which he provided valuable insights into his field of expertise, motivating and inspiring the audience. The event concluded with Richard Dürr, CEO of Reciclage, who spoke about the many ways in which trade fair graphics can be recycled or upcycled.

The third stop of the roadshow at IFAT in Munich, which took place from 13 to 17 May, was a complete success. This time we were present together with our partner meplan. Under the motto ‘STOP WASHING. START ACTING.’, numerous discussions were held on the future of live communication and lasting impulses were provided. We were particularly pleased with the consistently beautiful weather, which enabled us to use the outdoor area and thus create the atmosphere of an open community place even more intensively. Even on the set-up days in the atrium of the East Entrance – between Halls A6 and B6 – numerous interested visitors came by to discuss innovative approaches in the field of live marketing.

During the trade fair, the focus was on a varied programme under the motto SUSTAINABILITY IN ACTION. Highlights included presentations by Prof Stefan Luppold from DHBW Ravensburg, Richard Dürr, CEO of RECICLAGE, and Andrea Schneller, CEO & Co-Founder of koorvi, who provided valuable insights into sustainable communication, recycling innovations and forward-looking business models.

The event was rounded off by Fabian Höffner, CEO & Co-Founder of TRASH GALORE, who spoke about circular value chains.

We would like to thank all partners, participants and visitors for their support and valuable contribution. This roadshow will be remembered for a long time to come.