How We Told the Story of a Battery on 40 m2

Background: Li-Cycle, a Canadian company specializing in Lithium-ion battery recycling, was expanding its presence in Europe. To mark this milestone, they decided to open a showroom in their flagship facility in Magdeburg, Germany. The objective was to convert a modest 40 m² storage room in the facility at Osterweddingen/Sülzetal (Magdeburg) into a compelling showroom that would resonate with a diverse audience.

The Task: The brief was straightforward but challenging: transform a small storage room into a dynamic, informative showroom that tells the story of battery recycling. The space needed to engage a wide range of visitors, ensuring that the content was accessible to all, regardless of their prior knowledge of the industry. The challenge was to deliver a high-impact experience on a tight budget, within a limited space, and under a strict timeline, all in time for the European grand opening attended by dignitaries from European institutions and governments.

The Process: Working closely with Katerina, who oversaw marketing and PR activities in the EMEA region, we developed a concept that utilized the small space effectively. We drew inspiration from Li-Cycle’s logo, designing the showroom in a circular layout that symbolized the circular economy, which is central to the company’s mission. The circular design also maximized the use of space, guiding visitors through an immersive journey of battery recycling. Key elements were pre-determined, but the rest was left to our creative vision. We focused on blending educational content with interactive experiences to cater to the diverse audience.

The Result: Within a few months, we successfully transformed the storage room into an immersive showroom that exceeded expectations. The final design featured:

• Founders’ messages integrated into the experience, sharing their vision for the future of recycling.

• A 3D shredder that demonstrated the battery recycling process by shredding tiny battery replicas.

• A vibrant green-themed section symbolizing sustainability.

• A 3D map showcasing Li-Cycle’s global facilities, allowing visitors to explore the company’s reach.

• Video content with impeccable acoustics, providing an immersive experience.

• An interactive quiz that educated visitors on battery recycling.
  

What They Said: Katerina, the marketing and PR lead, commented: “In the beginning, we were not really clear on what we wanted, but we knew we needed it fast and relatively cheap, which seemed close to impossible. The result could not have been better – within a few months, we transformed an empty storage room at our facility in Germany into a modern showroom that tells the story of battery recycling. Seeing Mr. Haseloff, the Minister President of Saxony-Anhalt, engage with our content, and guests from EU institutions capturing videos of the 3D printer exceeded our expectations.”

What We Say: We thrive on projects that start with a blank canvas, giving us the freedom to explore our creativity. The challenge of working on green, sustainable initiatives adds to our passion. The Magdeburg showroom was a fun and fulfilling project for our team, and we were thrilled to see our work so well received at the Grand Opening. Our collaboration with Li-Cycle continued, as we have since designed the facility’s entrance and created engaging labels and graffiti-style wall art that guides visitors through the battery recycling journey.