In another chapter of this long-standing partnership, we were challenged to collaborate with Braskem on its participation at K Fair, the world’s leading event for the plastics and rubber industry, held every three years in Düsseldorf, Germany. In 2025, the brand chose to rethink its presence at the event, going beyond visual impact or structural scale — seeking a booth that would function as a living expression of its commitment to sustainable transformation.
More than capturing attention in a highly competitive environment, the challenge was to clearly and cohesively communicate Braskem’s strategic pillars, translating its ESG commitments and values — such as sustainable innovation and the circular economy — into a compelling narrative. This narrative needed to unfold within a space that not only hosted business meetings and exhibition areas, but also remained fully aligned with the brand’s discourse and its real, ongoing movements toward the future.
Living Transformation is the signature and guiding idea of the entire project: a concept that reinforces transformation not as an isolated event, but as a continuous process — something that is lived and built every day.
This transformation unfolds across multiple levels: in the choice of materials, in the brands showcased (such as I’m green bio-based, Wenew and Cazoolo), in the solutions on display, in the visual language, and above all in the way Braskem positions itself before the international market.
To transform is also to take on new forms — and it was from this perspective that the project’s visual direction emerged. The concept of “Positive Waves” guides the experience: organic shapes, curved panels, tensioned structures with ropes, and supergraphics spanning large surfaces, creating movement and fluidity. Transformation here is not linear — it flows, connects, and reverberates.
The booth proposal combines modularity, visual impact, and clarity of message. Structurally, the space was designed to balance flow, functionality, and contemplation.
Reusable plastic crates form exhibition panels, define pathways, and integrate content about the brand’s ESG commitments. A curved video wall presents Braskem’s manifesto, highlighting the key concepts that structure the narrative: Living Innovation, Living Circular, Living Connections, and Living Sustainable — all anchored by the overarching concept of Living Transformation.
The use of wood in specific areas of the booth brings warmth and creates a counterpoint to plastic materials, suggesting balance and aesthetic care. The lounge area was designed as a space for exchange, rest, and hospitality — connecting guests, clients, and partners. The Business Center hosts strategic meetings, with the staircase and suspended banner creating a strong visual landmark visible from afar.
The corporate visual identity applied to the booth is supported by a fluid graphic system, with visual elements that reinforce movement, transformation, and continuity. Colors, materials, and forms are orchestrated to ensure coherence with Braskem’s institutional discourse, while maintaining clarity in the communication of products and solutions.
Wayfinding is functional and straightforward, integrating technical content and institutional messaging in a manner accessible to an international audience. Support materials and graphic assets follow the same logic: communicating with precision while reinforcing the brand’s commitments.
At K Fair 2025, Braskem presents itself as an active agent of change — not merely a participant in an evolving market. The booth reflects this stance, positioning the company as a player that does not only advocate transformation, but truly lives it.
“The process was collaborative from start to finish, and the dedication of the CBA team made all the difference in the incredible result we achieved. The booth turned out sensational, received a lot of praise, and fully accomplished its purpose: welcoming our clients and conveying the Braskem way”
— Fernanda Gelbke, Global Product Marketing, Braskem
