There are trade shows where you go to observe what the industry is doing. And then there are trade shows where the industry comes looking for you. For Paperpaste, EuroShop 2026 was clearly the second kind.
Over five days in Düsseldorf, we had hundreds of conversations with retailers, designers and buyers from all over the world. What stood out in almost every conversation was how much the discussion around sustainability has evolved. A few years ago, the question was simply whether a product was sustainable or not. Today, that question has become far more concrete: how sustainable is it, what impact does it really have, and how can it be proven?
Sustainable retail is no longer a trend. It’s a requirement.
This shift reflects something we have been working on for years. Since 2019, when we presented our first standing mannequins, Paperpaste has focused on developing a fully sustainable alternative for retail display: mannequins made from recycled and recyclable materials and FSC® certified and a manufacturing process designed to minimise environmental impact. At EuroShop this year, we didn’t feel the need to convince anyone that sustainability matters. Instead, the conversations were about how far the industry can go in that direction.
Our booth was designed with a simple idea in mind: anyone walking past should be able to understand what Paperpaste is about in just a few seconds. Rather than hiding the origin of our product, we chose to highlight it. At the centre of the stand we placed a bale of recycled paper, the starting point of every mannequin we produce. Next to it, visitors could follow the entire transformation process, seeing how that raw material becomes a finished Paperpaste mannequin. For us, sustainability is not a marketing claim but simply the way we work — what we call THE GREEN, UNWASHED. In fact, you couldn’t see the word “sustainability” in our booth—because it speaks for itself. Our product, our process, and our philosophy say far more than a word ever could.
The news: the first Paperpaste Running Mannequin
EuroShop was also the place where we unveiled something new: the first Paperpaste Running Mannequin, currently in the prototype phase and planned for production in 2027. The development responds to a clear demand from the sport and lifestyle sectors, where brands have long been searching for a sustainable alternative to traditional plastic and fibreglass mannequins. Just as happened when we introduced our first standing mannequins six years ago, the reaction at the fair confirmed that the market is ready for this next step.
Selected for the Sustainable Guided Tours
Another highlight was being selected as one of the stops on EuroShop’s Sustainable Guided Tours, a programme that brings visitors directly to companies offering innovative sustainable retail solutions. During these guided visits, our team had the opportunity to present both the product and the production process to professionals specifically interested in sustainable alternatives. These kinds of focused conversations are often the ones that lead to meaningful collaborations.
One of the most memorable moments of the fair happened on the final day, when several members of our production team joined us at the stand. The people who transform recycled paper into mannequins every day were able to see first-hand how buyers from around the world reacted to their work. Hearing the questions, seeing the interest and understanding the global reach of what they create was a powerful moment for everyone involved. For us, this is also part of what sustainability means: not only in the materials we use, but in the people behind the product.
Finally, a special thanks goes to Martí, Clàudia, Roser and John, who represented Paperpaste throughout the entire fair and made every conversation count. And of course, thank you to everyone who stopped by the stand, shared their perspective or simply came to discover what Paperpaste is about.
Every visit reinforced the same idea: what we are building has a clear place in the future of retail.
See you at the next one.
#WeArePAPERPASTE