The answer turns the "Grün Stadt Zürich" trade show appearance into an expedition
At ÖGA 2026, the Zurich-based agency Die Antwort designed Grün Stadt Zürich’s trade show booth as a walk-in “base camp”—complete with a pith helmet, expedition scales, and edible soil—as a conversation starter to address the shortage of skilled workers.
Grün Stadt Zürich's Trade Show Presence as a "Base Camp for the Future"
At ÖGA, Switzerland’s leading trade fair for the green sector, which took place June 24–26, 2026, in Oeschberg/Koppigen, the Zurich-based agency Die Antwort designed Grün Stadt Zürich’s trade show presence as a consistently evolved «expedition.» The existing central theme, «Urban Jungle,» was transformed into a dramatically structured experience—complemented by the “25 Years of Grün Stadt Zürich” anniversary as a standalone element.
Grün Stadt Zürich did not simply appear as one exhibitor among many, but positioned itself as an «expedition team for the future of the city.» This concept transformed the exhibition booth into a base camp. Among other things, the anniversary logo was featured on an embroidered pith helmet—a striking symbol that visibly underscored the organization’s claim to a pioneering role in the industry.
Stations That Get Stuck
The program took the expert audience through several stations. At the «Expedition Scale,» it wasn’t strength that mattered, but judgment. The most unusual moment came from the catering: Under the title «The Edible Earth,» participants were actually challenged to taste soil—healing clay. This introduction to the conversation about soil quality left a lasting impression and opened the door to more in-depth discussions with experts and executives.
Employers Instead of Government Agencies – Trade Show Presence to Combat the Skilled Labor Shortage
There was a clear mission behind the event. In its 25th year, Grün Stadt Zürich is presenting itself as an employer, not as a government agency. The green sector is grappling with a shortage of skilled workers in the trades—from gardening to arboriculture. The trade show served as a platform for precisely these conversations: with specialists and managers in the prime of their careers, beyond the realm of job postings.
Sarah Hiltebrand, Creative Director and co-founder of Die Antwort, sums up the philosophy behind the concept: «We’ve taken the idea of the urban jungle to its logical conclusion—from a metaphor to a walk-through expedition. Anyone looking for skilled workers has to show what they stand for. A booth full of transparencies doesn’t do that.»
Die Antwort has published the case study video about its trade show appearance on Vimeo: https://vimeo.com/dieantwortag/casefilm-oega26
Learn more about the work of Die Antwort auf https://www.dieantwort.com
Responsible at Grün Stadt Zürich: Isabelle Hettel (Employer Branding), Silvan Durscher (Team Leader), Beno Schönenberger (Tree Protection Specialist), Christian Heule (Head of the Southern Region), Martin Bräker (District Manager), Matthis Feistle (LE Landscape Architecture Draftsman) Responsible: The answer
