Chemspec Europe 2025: anamorphic displays for PI Industries and Novopor

PI Industries tells 80 years of innovation on an L-shaped anamorphic display at Chemspec Europe 2025

Summary

PI Industries exhibited at Chemspec Europe 2025, the fine and speciality chemicals show at Koelnmesse, Cologne. We designed and delivered an L-shaped anamorphic display for its booth that told the company's 80-year story in one 3D sequence. Visitors stopped, stayed, asked questions and took photos.

The brief

Chemspec Europe is a crowded floor, and a screen playing a corporate video on loop is easy to walk past. PI Industries needed a way to show its heritage, science, scale and ambitions in a form that would stop visitors and start conversations.

What we built

We built an L-shaped anamorphic display: 3D content on an LED wall that turns a corner, so the visuals appear to come out of the screen without glasses. The content was planned as a single story, from heritage to innovation, from capability to vision, and from India to the world. It covered six themes:

• The pioneer's journey: PI Industries pioneered contract manufacturing in India and has built over 50 years of global partnerships on precision, consistency and trust.
• Collaboration: the company works alongside clients across the full agrochemical value chain, from ideas to development to scale.
• Science: process development, flow chemistry, biotechnology and enzymatic platforms, and expansion into performance chemicals and pharmaceuticals.
• Infrastructure: 800+ experts, automated facilities, and digital systems for managing complexity and reducing risk.
• Sustainability: community impact, carbon reduction, circularity and globally recognised ESG credentials.
• The vision: growing from India to the world as a science-led global manufacturing partner in life sciences.

How it worked on the day

The 3D effect caught visitors walking past and drew them into the booth. Because every frame followed the same storyline, visitors who stopped saw a complete picture of the company, and the booth team could pick up the conversation from whichever theme interested them.

Results

Visitors to Chemspec Europe 2025 did not just pass the PI Industries booth. They paused, stayed, asked questions and took photos. The display gave PI Industries a clear way to tell its brand story to a specialist audience, and gave visitors a reason to engage with it.

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Novopor tells 30 years of speciality chemistry on an anamorphic LED wall at Chemspec Europe 2025

Summary

Novopor Advanced Science took a stand at Chemspec Europe 2025 in Cologne. We built an L-shaped anamorphic LED wall for the booth and a 90-second 3D loop that told the company's 30-year story, from its founding in 1994 to its 2026 expansion plans. The wall drew visitors in from the aisle and gave the booth team a starting point for each conversation.

The brief

The show

Chemspec Europe, now in its 38th edition, is a two-day marketplace for fine and speciality chemicals at Koelnmesse, Cologne. Corporate managers, R&D leads, procurement heads and process engineers come to source bespoke products and find new partners. The 2025 edition brought together suppliers across pharma, agro, electronics, batteries, paints and coatings.

The client

Novopor Advanced Science was founded in 1994 in Andhra Pradesh, India. Over three decades it has built a range of speciality and fine chemicals used in pharmaceutical APIs, crop protection, electronic-grade materials, lithium-battery chemistry, and paints and coatings. The company is now on a global expansion path.

The challenge

Novopor wanted to tell three decades of speciality chemistry as one continuous visual story to a hall full of procurement heads, in under 30 seconds, without the screen overwhelming the rest of the booth.

Speciality chemicals are hard to show. The product is often a powder, a granule or a liquid in a drum. A flat LED panel would have looked like every other video screen in the hall, and a traditional cube build would have hidden two-thirds of the content behind walls.

What we built

An L-shaped anamorphic LED wall

We proposed an L-shaped anamorphic LED wall, which turns the corner of the booth into the screen. Two LED panels met at a 90° corner: one ran along the booth's main approach, the other turned into the booth. The content was calibrated to a forced-perspective camera, so from the right angle the corner disappears and the visuals appear to come out of the wall in 3D.

A 90-second loop in four parts

Instead of chemical structures, the loop showed the plants, the industries Novopor serves and where the company is heading. Each part was written so a visitor gets a complete story wherever they join the loop.

• Origin to now, 1994 to 2026: a timeline of milestones, decade by decade, across the long face of the wall.
• The Andhra Pradesh plant: an aerial flythrough of the manufacturing facility that appears to rise out of the corner.
• What we make: a capabilities map across pharma, agro, electronics, batteries, paints and coatings.
• Where we are going: the 2026 global expansion shown as a map, which invites the question "so what is next?"

How it worked on the day

The wall stopped people and the booth team took the conversation from there. We planned the hand-off in four stages so the screen and the team were not competing for the visitor's attention.

• The pull: from up to 40 metres down the aisle, the corner illusion registers as movement and visitors step out of their walking line to look.
• The loop: once stopped, visitors watch at least one 90-second cycle, which gives the team time to spot interest before approaching.
• The triage: using the wall as a shared reference, the team opens on the visitor's industry. Visitors point at the part of the capabilities map that matters to them and the right specialist steps in.
• The hand-off: a short form on a tablet logs name, company, industry of interest and the capability discussed, so qualified visitors leave with a follow-up booked and the details go straight into the post-show pipeline.

Results

Novopor's 30-year story reached visitors as one 90-second loop that worked from across the hall. The wall drew visitors to the booth, held them for at least one full cycle, and gave the team a clear way to move from attention to qualified follow-up conversations.

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The solutions on the stand

Anamorphic 4D content for LED walls

Anamorphic content makes your product look like it is coming out of the screen. On a corner (L-shape) or curved LED wall, visitors see a 3D illusion without glasses. It is the fastest way to get people to stop at your booth and film it on their phones.

• Flat, L-shape (90°), inward L and curved LED wall formats
• Built from your CAD files, product photos and brand story
• Typical film length 30–90 seconds, looped for the show
• Content sized to the exact LED wall at your venue

See the solution