The Problem
- Design an expo stand to clearly represent Broekhof’s cardboard-based packaging products.
- Ensure the space itself became a visual metaphor for the company’s commitment to sustainable design.
- Design a concept constructed using only fully recyclable, lightweight, and environmentally responsible materials.
- Minimise logistics costs as far as possible.
- Make sure the stand could be installed and dismantled quickly, saving time on a busy event day.
Broekhof wanted a show-stopping event presence aligned with both their product lineup and their sustainability values, not greenwashing, but genuine sustainable construction.
The Solution
Booth Exhibits™ designed and built the first fully cardboard expo stand in the United States, built wholly from recycled materials.
Key elements of the solution:
- A honeycomb-core recycled cardboard was used to build the entire structure, with durable cardboard facings on both sides.
- The cardboard was shaped into curved, sculptural forms using strategic material manipulation, removing sections of skin, cutting relief patterns, and bending surfaces to recreate Broekhof’s packaging aesthetic.
- The same material was used for all product displays, shelving, counters, and feature elements to create a unified, sustainable environment.
- The stand was designed to be lightweight and lower drayage fees at the event.
- All components were designed to be flat-packed, allowing for low-cost transportation and storage.
- After the event, the entire stand was repacked into a single pallet and shipped back to Broekhof’s Florida offices, where they repurposed it as an in-office display for customers and staff.
- The stand combined creativity, brand storytelling, and structural integrity — showcasing what’s possible when sustainability drives the design process.
The project demonstrated how environmentally responsible materials can be used to create structurally sound exhibition environments.
The Result
Broekhof’s stand became one of the most talked-about installations at the Global Produce & Floral Show.
Outcomes included:
- Increased attention from visitors, exhibitors, and show organisers. Broekhof was the only fully cardboard booth at the exhibition.
- Broekhof’s display became a live demonstration of the company’s product capabilities, strengthening their brand messaging and industry positioning.
- Broekhof achieved significant cost savings on drayage and show services because of the stand’s lightweight construction.
- Logistics were simplified so the stand could be flat-packed into a small footprint, shipped affordably, and built again.
- Post-show, Broekhof’s stand found a second life in their Florida office as a permanent brand installation.
- Client feedback valued the creativity, authenticity, and impact of the design, noting that it perfectly represented who they are and what they stand for.
This project allowed us to make our mark on the world of sustainable exhibition design, delivering America’s first ever exhibition stand made entirely of cardboard, With this, we proved that environmentally responsible design can still be bold, beautiful, and commercially effective.
