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.