Sustainability

Sustainable practices and management means satisfying the needs of today's generation without endangering the resources of future generations. This responsibility extends to products, where and how they are produced and, of course, their presentation at trade fairs and exhibitions.

The term sustainability was first defined as the guiding principle for sustainable development at the close of the 1980s in the Brundtland Report published by the World Commission on Environment and Development and has since become an established term. Agenda 21 declares sustainable development as its central task for the future and calls for equal treatment of the "three pillars of sustainability", economic efficiency, social solidarity and ecological responsibility.
In exhibition and event architecture, particularly, the demands and standards that enterprises and their brands are expected to live by are pitched high. While an exhibitor's attitude to the subject of sustainability is instantly and directly on view, considerations like resource-sparing use of materials, recycling and, by extension, sustainability are often pushed aside when faced with the tight schedule of a tradeshow appearance. Expectations such as mobility and transport, use of ultra-light composite materials and the integration of media components have come to the fore in recent times.
This has given rise to materials that combine previously incompatible properties and belie all known chemical and physical laws. The boundaries between wood, metal, plastic and ceramics become blurred to form new materials that are called "custom-made materials" in the trade. These new materials, too, must be decomposable so that they do not leave the exhibition site as special pollutive waste. The same applies to joining and coating technology in temporary architecture. Materials are no longer bolted or pinned together, they are stuck and clipped. The special challenge lies in using these innovations to their full potential in order to arrive at a sustainable result across the overall manufacturing, transport, lifecycle and recycling calculation.
Another aspect that is inextricably linked with the sustainability issue is the appropriateness of a trade fair appearance. But ecology is not the only factor bearing on the relationship between effort and goal. Companies, designers and contractors are all called on to reflect on the scope of the measures they take together and the services and products they provide. Amidst trade fair activity the visitor is overwhelmed by escalating impressions in which each successful attention-grabber is knocked out by the next. By avoiding this excess of stimuli, less can also mean more (sustainable) value-added.
"Clear structures, clear messages, clear layout and serenity are the attributes of the Wilkhahn tradeshow appearance", saysMichael Englisch, responsible for the trade fair appearances of office furniture manufacturer Wilkhahn from Bad Münder. So often it is simplicity that delivers surprises, makes a visitor inquisitive or an event unforgettable. Focus on and communication of self-confident modesty and content is Wilkhahn's policy. The consistency of this attitude and the demands made of the product, production and architecture have led to a homogenous and multiple award winning corporate appearance.
For example, the company's production facilities were created in close cooperation with architect Thomas Herzog, and are a visible expression of ecological development. The marrying of sophisticated technical innovation with very simple principles and materials is reflected in the products that were manufactured according to an ecologically responsible specification. This policy is equally apparent in the trade fair appearances and showrooms of the company. Concentration on constant, succinct basic elements is particularly important for a medium-sized company commanding only modest financial resources for brand development. The company's appearance at Orgatec 2002 in Cologne was awarded an ADAM by FAMAB for best exhibition stand in its category.
However, all these considerations must not be allowed to smother the success of the three-dimensional brand message which is an essential building block of sustainability. Only brandspaces that leave a lasting positive impression will also be "sustained" in the memory of the visitor. This not only amounts to an investment in the company's own future and that of subsequent generations but also results in increased acceptance by the customer which translates into growth of the brand value.
Jons Messedat

m+a report Nr.3 / 2006 vom 28.04.2006
m+a report vom 28. April 2006