In a pioneering move that blends innovation, sustainability, and industry collaboration, Borealis and OMV have unveiled the first fully integrated reusable cup system to be deployed at Messe Düsseldorf, set to debut at K 2025 the world’s premier trade fair for plastics and rubber. The initiative represents a milestone in sustainable event management and could become a blueprint for large-scale exhibitions worldwide.
At the heart of the system is a lightweight, foam-based polypropylene cup, engineered by Borealis using chemically recycled feedstock from OMV’s ReOil® technology. These cups will be available deposit-free across all restaurants and bars at K 2025, offering attendees a reusable alternative to traditional single-use drinkware and, most importantly, a tangible example of circular innovation in action.
Turning Waste Into Worth
OMV’s proprietary ReOil® process transforms end-of-life plastic into high-quality circular feedstock. This is then used by Borealis to produce high-performance foamable polypropylene perfectly suited for reusable, recyclable cups that are both durable and environmentally conscious.
“ReOil® is a cornerstone of our vision for a circular plastic economy,” explains Maximilian Grasserbauer, Senior VP, Circular Economy at OMV. “By closing the loop on plastic waste, we’re helping to shape a more sustainable industry from the inside out.”
These aren’t just eco-cups they’re lightweight, material-efficient, and low-emission, supporting the broader goals of the EU’s Packaging and Packaging Waste Regulation (PPWR).
Smart Design for Smarter Events
Borealis' foam PP not only reduces material usage but also enhances reusability without compromising durability. This ensures that each cup delivers value across multiple use cycles, rather than being discarded after a single event.
“We’re proud to support Messe Düsseldorf in implementing a reuse model that’s both scalable and sustainable,” says Peter Voortmans, Vice President, Marketing Consumer Products at Borealis. “It’s about designing smarter from the start, with the entire lifecycle in mind.”
A Circular Flow of Cups
The logistics behind the system are just as forward-thinking. Special collection stations will be placed across the venue. Cups can be returned at any service point, dropped into containers, or even taken home for personal reuse. Leftover or misplaced cups will be gathered by staff, cleaned in on-site kitchens, and recirculated. Any discarded cups that end up in general waste bins will still be collected and recycled by Borealis, while unused stock will be donated.
A Real-World Pilot with Global Implications
Beyond the environmental benefits, this initiative also acts as a live pilot program. Messe Düsseldorf will monitor how many cups are used, returned, reused, and recycled. These insights will inform future rollouts of reuse systems at global events where waste management remains a pressing challenge.
“This project perfectly aligns with our guiding theme for K 2025: ‘The Power of Plastics! Green Smart Responsible,’” says Thomas Franken, K Director at Messe Düsseldorf. “We’re proud to help turn industry ambition into practical action.”
Collaborating for a Circular Future
The success of this innovation is backed by a wide network of contributors, from labeling technology providers to supply chain partners who helped bring the reusable cup concept to life. This holistic collaboration underlines a central message: real sustainability requires coordinated effort across the entire value chain.
Innovation that Scales
As global events seek to reduce their ecological footprint, the Borealis OMV cup system offers a glimpse into the future a future where single use waste is replaced with circular solutions, smart design, and environmental accountability.
With its debut at K 2025, the world will be watching. And if this pilot proves successful, we may soon see this sustainable system replicated at exhibitions, festivals, and stadiums around the globe.