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Transformations That Tell Stories
eureciclo
To celebrate its 10-year milestone, eureciclo sought an innovative way to communicate the essence and impact of its brand. The result was the "Transformations That Tell Stories" booth, an invitation to reflect on the transformation of waste and the socio-environmental impact generated across an entire circular value chain.
eureciclo – Transformations that tell stories: a traveling circular booth created with RatoRói, combining architecture, design and sustainability.
Turning Ideas into Experience: Creating the Circular Booth
UP Lab, RatoRói and eureciclo, three certified B Corps, joined forces in a strategic, integrated approach, with an amazing, multi-award-winning team that brought together architecture, design, communication, innovation and sustainability. The project was conceived as a traveling booth, debuting at APAS Show and designed to be taken down and reassembled at 3 more trade shows in different regions of Brazil, adapting its materials to the size of each space. A milestone in innovation, the booth recovered almost 1 ton of urban and industrial solid waste, with a functional aesthetic and a truly circular concept. Every stage of its development was tracked using technologies such as blockchain, ensuring that the impact generated is hard data rather than just an idea. Bringing the circular concept to life, visitors could take home pieces of the booth customized by artist Rafael Moreno.
Award-Winning Shine: The Booth's Multiplied Impact
The solution UP Lab developed for eureciclo delivered extraordinary results and unprecedented recognition at APAS Show 2025 and Naturaltech. The "Transformations That Tell Stories" booth not only exceeded expectations in engagement and lead generation, but also won multiple awards:
- Best Small Booth Concept (APAS Show)
- Best Small Sustainable Booth (APAS Show)
- Best Small Booth Build (APAS Show)
- Innovation and Sustainability Award (Naturaltech)
- Design for a Better World Award 2025 (won on November 27, 2025)
RatoRói, with ByePlastic, played an active role in designing the project alongside Projeto A3 Arquitetura and Hestudio. Trevo was the official booth builder and Talaguim our audiovisual partner. The concept was created by UP Lab, which also managed the project, orchestrating the creation and delivery of this collaborative, innovative booth.
eureciclo – Transformations that tell stories: a traveling circular booth created with RatoRói, combining architecture, design and sustainability.
eureciclo – Transformations that tell stories: a traveling circular booth created with RatoRói, combining architecture, design and sustainability.
Turning Ideas into Experience: Creating the Circular Booth
UP Lab, RatoRói and eureciclo, three certified B Corps, joined forces in a strategic, integrated approach, with an amazing, multi-award-winning team that brought together architecture, design, communication, innovation and sustainability. The project was conceived as a traveling booth, debuting at APAS Show and designed to be taken down and reassembled at 3 more trade shows in different regions of Brazil, adapting its materials to the size of each space. A milestone in innovation, the booth recovered almost 1 ton of urban and industrial solid waste, with a functional aesthetic and a truly circular concept. Every stage of its development was tracked using technologies such as blockchain, ensuring that the impact generated is hard data rather than just an idea. Bringing the circular concept to life, visitors could take home pieces of the booth customized by artist Rafael Moreno.
Award-Winning Shine: The Booth's Multiplied Impact
The solution UP Lab developed for eureciclo delivered extraordinary results and unprecedented recognition at APAS Show 2025 and Naturaltech. The "Transformations That Tell Stories" booth not only exceeded expectations in engagement and lead generation, but also won multiple awards:
- Best Small Booth Concept (APAS Show)
- Best Small Sustainable Booth (APAS Show)
- Best Small Booth Build (APAS Show)
- Innovation and Sustainability Award (Naturaltech)
- Design for a Better World Award 2025 (won on November 27, 2025)
RatoRói, with ByePlastic, played an active role in designing the project alongside Projeto A3 Arquitetura and Hestudio. Trevo was the official booth builder and Talaguim our audiovisual partner. The concept was created by UP Lab, which also managed the project, orchestrating the creation and delivery of this collaborative, innovative booth.
