EGF Meet the Member: GAWK - Why quality is one of the most sustainable choices you can make
Every event professional has experienced it.
A banner that tears after one event.
A display that can’t be reused.
Graphics that are stripped off and thrown away at the end of the show.
It may seem like the cheaper option—but is it really?
Instead of asking, “What does this cost today?”, perhaps the better question is, “What will this cost over the next five years?”
It’s a question Sandro Corrado, Co-Founder and Managing Director of Gawk, believes the events industry should be asking more often.
A different way of assessing cost
Gawk creates sustainable branding, display and marketing solutions that help businesses stand out while reducing their environmental impact. But for Sandro, sustainability isn’t simply about choosing greener materials—it’s about designing products to last.
“We prioritise quality and long-term permanence over quick obsolescence and cheap pricing,” he explains. “Time and again, we’ve proven that premium-quality solutions are far more cost-effective over the long term than the traditional disposable branding model.”
In other words, the greenest display isn’t always the one made from the greenest material. More often than not, it’s the one you never have to replace.
This philosophy begins long before an event takes place. Every product is designed with its entire lifecycle in mind—from the materials selected to what happens once it reaches the end of its useful life. Rather than following the traditional “take, make and dispose” model, Gawk aims to keep materials in use for as long as possible through durability, reuse, refurbishment, upcycling and, ultimately, recycling.
The results speak for themselves.
Sometimes, the most sustainable purchase is simply the one you only have to make once.
Quality costs less—in the long term
One of Gawk’s long-standing clients, UPL, has been using the company’s Triga Max modular textile display system for the past five years. During that time, not a single structural component has been discarded. Instead, the system has been reconfigured repeatedly for different events, extending its lifespan far beyond that of a conventional exhibition stand.
When graphics eventually became outdated, they weren’t thrown away either. Through Gawk’s upcycling programme, the old textile prints were transformed into more than 500 durable shopper bags, replacing single-use plastic bags and giving the material a completely new purpose. Even when these products eventually reach the end of their useful lives, every component can be recycled.
For Sandro, examples like these challenge one of the biggest myths surrounding sustainable events.
“There’s a common misconception that sustainable events are automatically more expensive, more complicated to implement and harder to manage,” he says.
“In reality, investing in quality from the start can reduce waste, lower long-term costs and deliver better environmental outcomes.”
As the events industry continues its sustainability journey, perhaps the biggest shift isn’t simply choosing greener products—it’s changing the way we think about value.
Sometimes, the most sustainable purchase is simply the one you only have to make once.
Connect with Gawk to learn more.
LinkedIn: @gawk-visual-engineers
Facebook: @GawkDisplay
Instagram: @gawkvisual
Google Photos: @Gawk | General Portfolio
Website: podd.co.za
What does “Cradle to Grave” mean?
“Cradle to grave” refers to the entire lifecycle of a product—from the extraction of raw materials, through manufacturing and use, to what happens when it reaches the end of its life.
Gawk believes the biggest sustainability decisions are made at the beginning, during the design process. By creating products that last longer, can be reused, repurposed and eventually recycled, far less material ends up as waste.
Quick Fire with Gawk
Q. One word associated with sustainable events:
A. Quality
Q. One small change that makes a big impact:
“Perspective. Put yourself in the shoes of a young person close to you and ask yourself: ‘Would I be proud of the environment and society I’m creating for them to inherit 40 years from now?'”
Q. One thing the industry needs more of:
A. Innovators. Creative, bold thinkers who are willing to challenge convention and design events that contribute positively to our future.