Redefining Sustainable Design at ASCO

Over 2 years, we’ve helped Inizio turn a trade booth into a bold statement of environmental responsibility – cutting waste, cost, and carbon while boosting engagement and business results.

Find out how we brought Enviroplan to life on a global stage.

The Challenge

After a standout debut in 2024, Inizio returned to ASCO in 2025 with a clear ambition: to build on their previous success and raise the bar even higher. They needed more than just a booth – they needed to reaffirm their leadership in oncology and sustainability with a presence that would spark conversations and drive meaningful engagement.

Their goals were clear:

• Stand out in a competitive exhibition space
• Create a booth that embodied innovation and sustainability
• Facilitate meaningful interactions and drive lead generation
• Deliver measurable reductions in environmental impact and cost, without compromising experience or brand

The Solution

We applied Enviroplan, Emota’s sustainable exhibit methodology, to reimagine the entire experience from the ground up. The result? A zero-waste, modular booth built from fully recyclable cardboard, shaped to echo Inizio’s brand identity and spark meaningful conversations.

Key features included:

• The raw edges of the cardboard were on show, to spark curiosity and conversation
• Lightweight, flat-packable components for shared transport and easy setup
• Water-based ink and recyclable carpet from repurposed plastic bottles
• Energy-efficient LED lighting and reused furniture
• Add-on graphics for future reuse
• Accessibility-focused design and inclusive team training

Every detail – from sourcing to setup – was guided by isla’s TRACE carbon and waste measurement tool, making sustainability a creative driver, not a limitation.

We’re proud to continue championing sustainability – not just in our messaging, but in the way we show up. This design reflects our values and proves that creativity and environmental responsibility can work hand in hand.

– Lucy MacLauchlan, Inizio Head of Marketing

Value Created

The results were nothing short of standout. This wasn’t just a greener booth – it was a smarter one.

The booth achieved 100% recyclability with all materials being reused, donated or repurposed; 63% of assets were made from recycled materials; the carbon footprint was 0.62 tonnes of carbon dioxide equivalent as opposed to 2.4 for a traditional build.

It wasn’t just a success environmentally either. Commercially, the overall booth costs were over 40% lower than a traditional equivalent – thanks to reductions in drayage, freight and labor. Set up time was cut from 2 days to 4 hours.

And Inizio far exceeded its goals for attendee numbers, sales qualified leads, social media impact and new business wins.

Thanks to the durable materials and clever design, the booth is now in storage, planned for reuse at Obesity Week and ASH later in 2025.

This booth didn’t just reduce impact, it reshaped the conversation around what a booth can be. The structure itself became a powerful symbol of innovation, inviting visitors to rethink sustainability not as a side note, but as the starting point. It showed that sustainability isn’t the constraint. It’s the creative unlock.

The eco-friendly design generated buzz, increased footfall and engagement, and opened doors to new business. It proved sustainability can drive results, not just reduce impact.

– Lucy MacLauchlan, Inizio Head of Marketing