Ardex Group: a Klimafestival stand with a deconstruction station where architects experience circular tile laying for themselves

Ardex wanted its first appearance at the Klimafestival to make a deliberate statement. The existing ideas were to become a stand concept that suits architects, gives people reasons to talk and lets visitors experience the brand’s new developments.

There was more to it than the stand. The communication before, during and after the event also had to reach the right contacts. And the team at the event had to use the stand confidently in conversations and explain the content, the brand’s stance and the benefits clearly and concisely.

The project ran in three successive stages, from the idea to its use in sales.

Stand concept

To start, we developed a stand concept that translates the central idea of »circular solutions« into a clear trade fair logic. The structure was meant to help visitors find their way and leave room for interaction.

The key idea was to think of the stand as a space for experience and to bring the building site to the event. Together with Ardex, we therefore added a deconstruction station. There, visitors could pick up a hammer and scraper themselves, take up a tile and experience circular laying first-hand.

In parallel, we drew up a communication roadmap that links the appearance with advance communication and follow-up.

Detailed planning

Based on the stand concept, we planned the stand in detail and worked out the key communication materials for the Klimafestival in Berlin on 20 and 21 November 2025.

This included planning the individual stand elements, coordinating with the partners carrying out the work, and designing, editing and producing the graphics and content. We coordinated everyone involved so that concept, design and execution fit together.

For the supporting communication, we also created a landing page, a giveaway and an email follow-up.

Briefing for the stand team

To make sure the stand also worked in conversation, we developed a compact briefing for the sales team. It focused on how to approach architects, with typical questions, expectations and the way conversations about circular requirements tend to run.

The briefing also showed how the team could use the stand as a tool in conversations. It was aimed at the stand staff and the entire project sales team.

Ardex went to the Klimafestival with an appearance planned from start to finish: stand concept, detailed planning and supporting communication that reached out to architects before the event. The deconstruction station made the motto »circular solutions« tangible, because visitors could try out circular laying for themselves. Thanks to the briefing, the team was prepared to make active use of the stand in conversations.

1. Stand concept and central idea: trade fair concept for the first appearance at the Klimafestival under the motto »Circular solutions for laying tiles. Floors. Surfaces.«
2. Communication roadmap: roadmap for the communication around the trade fair, from advance communication to follow-up.
3. Detailed stand design: developing the stand concept further, planning the stand elements and turning them into building blocks that can be produced.
4. Design and editing of the communication materials: stand graphics and editorial preparation of the content for architects.
5. Coordinating the implementation: liaising with the partners carrying out the work and everyone involved up to the event.
6. Supporting communication for the trade fair: landing page, giveaway and follow-up email.
7. Compact briefing for the stand and sales team: briefing for the stand staff and the project sales team on approaching architects and using the stand in conversations.

Ardex is one of the internationally established manufacturers of system solutions for laying and designing tiles, floors and surfaces. The company combines technical expertise with practical support for planning and installation and supports projects from advice through to execution on the building site.