Paper or Plastic? Demonstrating alternative recycling innovations
K-Show 2019
This visual experience stopped guests in their tracks, fuelling thousands of conversations about SABIC’s products and solutions.
Plastic has become a global problem and mechanical recycling of its debris has demonstrated some serious limitations, but SABIC — the world’s third largest chemical company — has an alternative. Chemical recycling, a ground–breaking yet complex process able to transform old mixed plastic into new material. But how do you bring this complex and obscure process to life?
We set out to help SABIC do just this at the 2019 K-show, a global plastic and polymer show.
We cut the booth in half and created a spectacular immersive experience — using Anamorphic projection — that conveyed the emotional impact chemical recycling will have on our world. We then designed communication around it, creating a strong, singular thread throughout the booth.