In close cooperation with local, interdisciplinary teams from areas like art, business, science, government, technology and sustainability, each city stop explored a locally relevant topic: E.g. Clean Water (Mumbai), Food Loss Avoidance (Sao Paulo), Urban Living (New York City) and Smart Energy (Ludwigshafen). The creative challenge was to raise awareness and individual conscience. While theoretical, the events should also be creative and hands-on. This was accomplished by creating art. To reflect the various aspects of water shortage in Mumbai, art works were installed, for example artist Brinda Miller’s art installation ‘The last drop’: a golden water tap which expressed the shortage of portable water and the lack of education regarding environmental issues and water wastage. Similarly, art was used as a tool to awaken individual conscience for food waste in Barcelona. The installations aimed at influencing citizens’ behaviour to cause a small change to prevent food waste.

To travel around the world, fill with life six different locations in diverse cities and on different continents, we had to offer a functional flexibility for all formats and travelled around the world with one kit. Each and every element became part of the set-up and was used: Transport crates were turned into furniture and even whole rooms could be built up. The lids in turn became tables and white walls functioned as dividers. Materials and colours were oriented at the CI and mirrored both the company culture of BASF as well as the inspiration of the innovative formats. These strong functional elements of the interior were staged deliberately and in a playful manner by a strong and high-contrast colouring.

Each tour stop was between 5-7 days within one year, global shipping and adaptation. A centrally managed global project, with ever changing local content, local activities and requirements.

The live communications concept paid out with an enormous response in media and online from all over the world. BASF interacted with press, clients, employees and the general public and received a large volume of PR coverage. During the entire tour, about 130 video clips were taken and got more than 5 million clicks on YouTube. Enthusiastic Creator Space™ visitors from all over the world posted pictures and videos on Facebook, Instagram and twitter and even expanded the global reach. There was also a Creator Space™ blog where up to 70 entries were posted. And the online discussion platform of Creator Space™ also reached considerable response. By initiating the Creator Space™ tour, BASF successfully accelerated the implementation of their “We create chemistry for a sustainable future” strategy. A substantial element giving internal directions for the next years which might provide life-altering solutions for pressing challenges worldwide for our future.

The corporate innovation and sustainability programme Creator Space™ was launched on the occasion of BASF’s 150th anniversary to drive the implementation of BASF’s strategy “We create chemistry for a sustainable future” and to increase the awareness of the brand across all regions. Creator Space™ tour provided a platform to connect business and functional colleagues on an international basis with knowledgeable and creative experts to explore where and how chemistry can be an enabler in addressing future challenges like food, energy and urban living. This demonstrated how live communications can be deployed as a strategic part of the innovation process.

Based on a modular takeover set-up, every city used locations related to arts and culture to foster creativity and various art installations of local artists became integral part of the space. The installations aimed at providing information and at influencing behaviour to cause a small change.

From creative workshops, to inspirational keynote speakers, live concerts, science programmes for children and 24-hour creative marathons – up to 10 sub-events on average were realized at every stop. From serious, highly technological to entertaining and motivational – diverse event formats made the co-creation process tangible for BASF colleagues, scientists, children, students and many more. And - to let even more people from all over the world participate - updates were provided regularly via blog, YouTube and social media with huge response addressing every event of the Creator Space™ tour. A globally consistent experience that is locally adaptable.

For their 150th anniversary, BASF chose to use their global network connect customers, suppliers, scientists, NGOs and policymakers worldwide. The Creator Space™ tour actively involved guests in co-creation events to work pressing local challenges. The connections made should lead to new networks, deeper insights and potential areas for further collaboration. Creator Space™ tour travelled to 6 cities on 4 continents from January to November 2015: Mumbai, Shanghai, New York City, Sao Paulo, Barcelona and the headquarters in Ludwigshafen.

As perfect setting to arise active guest engagement, we wanted to implement a multisensory event concept to support the innovation process and create a tangible co-creation experience - for all regions involved but with a clear global consistency. The activities featured addressed locally relevant issues related to the three themes food, energy and urban living.