SABIC K SHOW 2025

As part of the Jack Morton Germany team, I led the creative direction of SABIC’s booth at K Show 2025, the world’s largest plastics trade fair, shaping the experience, spatial design, interactivity, and immersive storytelling from concept to delivery.

​

The project involved the full design and layout of the booth, created to present five application worlds—Live, Work, Shop, Care, and Move—through more than 100 material samples. Each sample was supported by a custom-designed fixture, enabling clear, tangible storytelling while maintaining a cohesive brand language across highly diverse application areas.

​

Cutting-edge interactive installations played a central role, including kinetic moving-screen displays, transparent digital fixtures, and a landmark 7+ meter-high immersive LED tree, wrapped in more than 100sqm of digital surface. Digital content was conceived as an integral part of the architecture, precisely synchronized with the spatial layout and sample positioning, generating interactive and generative visuals that translated SABIC’s material innovation into a compelling, future-forward brand experience.