Company and project background

siebold/hamburg is an owner-managed company with around 40 employees. For 25 years, they have been providing services in the field of exhibition stand construction. Their goal is to combine high-quality design with sustainable practices. As part of the EU project Up2Circ, siebold/hamburg set out to developed a nearly emission-free and circular exhibition stand from march 2023 to march 2024. The project aligned perfectly with their long-standing values, as sustainability has been an integral part of their business strategy for many years—through material reuse, resource conservation, and long-term thinking.

What motivated you to make your business more circular?

We had long been dissatisfied with the linear logic of traditional trade fair construction—“make, use, dispose.” One clear motivation was the realization that we had untapped potential in many details, such as packaging or carpets that are often used just once. At the same time, external pressure has increased: customers now expect sustainable solutions, and event organizers are setting strict waste reduction requirements. But above all, it was an internal conviction. We want to operate in a way that is fit for future generations and take real responsibility.

What were the objectives of your project?

Our goal was to thoroughly analyze our existing processes and develop a practical handbook or decision-making tool for circular exhibition stand construction. We wanted to define concrete criteria to reduce material use, weight, transport distances, and CO₂ emissions. Social sustainability was also an important factor. Ultimately, we aim to make the level of sustainability in our products measurable.

What activities did you carry out as part of your project?

We began by conducting a baseline assessment of our current situation and critically examined our workflows. This led to practical measures—for example, developing foldable and lighter graphic walls that significantly reduce transport impact. We use rental furniture,OEKO-TEX fabrics, and systems designed for multiple uses by different customers. Digitalization also plays a key role: clients can virtually preview many of our products. We were also supported by strong partners like TUTECH, who provided us with valuable external input throughout the project.

What feedback did you receive from stakeholders (customers, suppliers etc.)?

The feedback was overwhelmingly positive. Many customers are now highly aware of sustainability and even expect us to take the lead. Some have been inspired by our approach. Internally, the project has also been very motivating—our team is fully committed to the transition toward a circular economy.

What are the main results and outcomes of the project for your company?

Through reuse and more efficient solutions, we have achieved noticeable cost savings. But the non-financial outcomes are just as important: we’ve strengthened our market position, our team is more engaged, and we receive positive attention at trade fairs because of our sustainable approach. That creates impact far beyond our own company.  

Did you detect a positive impact of circular transition for your company and for the environment?

Absolutely. We monitor indicators like CO₂ emissions, transport kilometers, and material usage to identify areas for improvement. We’ve found that ecological and economic success are not mutually exclusive—in fact, they often reinforce each other.

Which changes have you already implemented?

Many changes are already firmly embedded in our daily operations. We use electric vehicles, have operated a solar power system for many years, rely on digital processes, avoid unnecessary transport, and store reusable stand components for customers. Our systems and materials are designed with reuse in mind.

What key lessons did you learn regarding circular innovation?

The most important lesson is that attitude matters. With the right motivation and a willingness to critically examine your own processes, you can achieve a lot. The small, practical steps we discovered during the project have helped us move forward. We were pleasantly surprised by how strongly our customers responded—and by how energizing it was for our team.

Did you encounter any challenges?

Yes, of course. Our internal processes are complex, which makes analysis and transformation more demanding. The formal aspects of the project were also challenging at times – coordinating online meetings and preparing the application took time. But thanks to our high internal motivation and the helpful support from external partners like TUTECH, we managed well.

If you could do your project again, what would you do differently?

With the knowledge we have today, we would probably not expand the team at this stage with external people. But this completely depends on the point of time. It takes too long to understand what our business, trade fair construction, is all about. You are more of an expert yourself than anyone else. That may be different in other sectors and always depends on the task. It should also not be underestimated that we, as an enterprise, are very practice-orientated and others are more scientific. But that was also a learning process and there were results here too. With the knowledge I have today, I would look more at the issue of waste. I would prioritise it differently now. Perhaps give it more time.

1. What are your next steps towards circular transition? (Which partners would you like to team up with/collaborate?

We want to expand our circular approaches, firmly embed them in our operations, and further influence our clients and partners. Regional collaboration is especially important to us. For example, we sometimes recommend local competitors for jobs in other cities to avoid unnecessary transport.

Is there any advice you would give to other SMEs looking to implement a circular project?

My advice is: be motivated and open to change. Your first steps don’t have to be huge, but they should be consistent. Many companies focus too much on short-term costs—we’ve learned that sustainability pays off in every sense over the long term.

How can policymakers or financial institutions better support businesses in adopting circular practices?

Programs like Up2Circ are extremely helpful—not just because of the funding, but because of the external guidance and inspiration. Still, bureaucracy can be a barrier. It would be great if access to funding were simpler and more user-friendly.

Do you have any additional comments or reflections about your participation in the Up2Circ project?

Thank you for your time and contribution!