Project Focus
Ardex did not want to treat its first appearance at the Klimafestival as a trial run, but as a deliberate statement. The goal was to turn existing ideas into a stand concept that works for architects, creates conversation starters, and makes the brand’s innovative strength tangible.
At the same time, the trade fair presence was conceived as a complete package. Not only the stand itself, but also communication before, during, and after the event was meant to help reach the right contacts and support measurable success. Another key success factor was the on-site team. They needed to feel confident using the stand in conversations with architects and know exactly how to communicate the content, mindset, and value proposition clearly and convincingly.
»Thank you for the all-round support. We felt truly well taken care of. Everything was organized to the point, clearly guided, and the final result was spot on. We’re already looking forward to the next projects.« — Lukas Haedicke, Managing Director »Neues Bauen«, Ardex
Our Approach
The scope of work was structured into three consecutive phases, consistently developing the trade fair appearance from the initial idea through to use in sales conversations.
1) Stand Concept: From Creative Ideas to a Cohesive Trade Fair Presence
At the start, we developed a strong booth concept that translated the guiding idea of »circular solutions« into a clear trade fair logic. The goal was a structure that provides orientation while also creating space for interaction.
A key content highlight was the idea of viewing the stand not as a display area, but as an experience space. In other words: bringing the construction site to the trade fair. Together with Ardex, we added a practical de-installation station where visitors could take action themselves. Picking up a hammer and scraper, removing a tile, and experiencing circular installation first-hand rather than just reading about it.
In parallel, we created a communications roadmap so the stand would not be seen in isolation, but as an event with impact before and after the show.
2) Detailed Planning: Bringing Stand Elements, Content, and Execution Together
Based on the visual guideline, hej.build led the detailed planning of the trade fair stand and developed the central communication assets for the Klimafestival on November 20 and 21, 2025, in Berlin.
The focus was on precise planning of each stand element, alignment with execution partners, and implementation of core graphics and content. This included design, editorial work, and coordination across all contributors to ensure concept, design, and production worked together seamlessly.
In addition, we developed key elements of the supporting communication, including a landing page, a giveaway, and a structured email follow-up process.
3) Trade Fair Team Briefing: Preparing the Sales Team for the Target Audience
To make sure the stand would not only look good on site but also deliver in real conversations, we created a tailored, compact briefing for the sales team. The focus was on engaging architects, including common questions, expectations, and conversational logic in the context of circular requirements.
The briefing also showed, in practical terms, how the planned stand could be used as a tool in conversations. The format was designed both for the stand team and the project sales team as a whole.
Results
Ardex’s first appearance at the Klimafestival was set up as an integrated project, with a clear stand concept, well-considered detailed planning, and supporting communication that engaged architects even before the event began.
Elements like the de-installation station made the theme »circular solutions« tangible and easy to grasp. The result was a stand that did more than inform. It invited participation and made circular installation a real, hands-on experience. At the same time, the team briefing ensured the stand served as an active conversation tool rather than a static backdrop.
Our Services
🧠 Stand Concept and Core Idea: Development of a compelling trade fair concept for Ardex’s first appearance at the Klimafestival under the theme »Circular solutions for tile installation. Floors. Surfaces.«
🗺 Communications Roadmap: Creation of a plan for supporting trade fair communication, including a clear logic for pre-event communication and follow-up.
🧩 Detailed concept development of the booth: Further development of the stand concept, planning individual stand elements, and translating them into specific, actionable modules.
🎨 Design and Editorial Development of Key Communication Assets: Creation and production of stand graphics, plus editorial preparation of the content for an architecture-focused presentation.
🤝 Implementation Support and Coordination: Alignment with execution partners and coordination of all stakeholders to ensure smooth delivery through to the event.
📣 Supporting Trade Fair Communication: Development of key communication elements such as the landing page, giveaway, and follow-up email.
🎙 Compact Briefing for the Trade Fair and Sales Team: Development of a target audience-focused briefing for stand staff and the project sales team, with a focus on engaging architects and using the stand as a conversation tool.
About Ardex
Ardex is an internationally established manufacturer of system solutions for the installation and design of tiles, floors, and surfaces. The company combines technical expertise with practical support for planning and execution, supporting projects from initial consultation through to on-site application.
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