Emota

When it comes to inspired stand design, AstraZeneca is hard to beat. With an 82% cut in production waste, a 56% reduction in carbon emissions over a traditional build, and 99% of materials reused, repurposed or recycled, AstraZeneca at ERS 2025 turned sustainable exhibition design into a visible, measurable practice. Created with Emota for one of the respiratory sector's most prominent congresses, the stand was conceived to express AstraZeneca's sustainability story on three levels: global healthcare ambition, progress in respiratory care and the environmental footprint of the booth itself. The judges praised it as a best-in-class example of circular thinking applied at scale.

What set the project apart was the way the design choices and storytelling were engineered to reinforce one another. Structure, furniture and signage were created primarily from 100% recyclable, FSC-certified rigid paperboard, paired with reusable flooring, flat-pack modular construction and clear disassembly planning. PVC was produced out of banner systems, live plants were sourced locally in Amsterdam and donated after the event, and print was kept to the essentials only. Even energy and logistics were interrogated, from transport consolidation that cut road mileage by around 3,000 miles, to from lighter-weight LED solutions and overnight power reduction protocols. 

Crucially, though, the sustainable credentials of the stand had a muted presence. By adding a dedicated sustainability zone on-stand, the visitor journey moved through the immersive green features naturally, including a paper diorama, a kinetic materials wheel and a living lung installation –  so the sustainability message was not perceived as ‘worthy’ and the brand was kept at the forefront. Engagement figures confirmed the creative impact of these design decisions: 41% of ERS attendees visited the booth, with a 73% conversion rate and 43% return rate. As one judge noted, this entry set a very high benchmark, proving that high-impact, low-waste temporary structures are not only achievable, but scalable.