Dell Technologies at Bett EMEA (OrangeDoor)


Client: Dell Technologies

A sustainable event is the result of everything that goes on before the event, not just impeccable sourcing outcomes before, and recycling achievements after the event.

OrangeDoor had changed significantly in the year before this event, with the implementation of a triple bottom line (People, Planet, Profit) by which we measure ourselves, in line with our application to becoming a B-Corp as well as the sustainability process integration we have achieved with becoming a member of isla. Bett 2022 was our first opportunity to connect our new values to our actions and we were psyched. Reacting both to the moral imperative as well as the commercial imperative dictated by a significant shift in public consciousness requiring brands to articulate their role in supporting society, we refocussed the conversations away from Product and towards outcomes and lines of business, addressing more meaningful themes such as sustainability, fun/gaming, security, future-ready solutions, inspirational education and of course accessibility. We focussed the stand build on one of Bett 2022’s Core Zones of ‘Sustainability’ and married this with one of Dell’s ‘Realize 2030 Goals’, that ‘by 2030, for every product a customer buys, we will reuse or recycle an equivalent product. 100% of our packaging will be made from recycled or renewable material. More than half of our product content will be made from recycled or renewable material.’ Results: • 75% of the stand was recycled or upcycled • All WISA wood was upcycled, or sent for pulping • All stand furniture was stored for reuse, or donated • The underfloor is stored for reuse on future builds • We donated £2,500 to the Woodland Trust to help with UK forest re-growth Business results: • Number of leads: 156% of target • Pipeline value: 333% of target • Meetings on stand 170% of target