Foam in the showroom rather than in the packaging: in this article, William Søgaard explains why the material was suitable for this particular application and which properties were key. For the Åre Sessions 2026 in Sweden, NOVAPOR developed a specialised composite foam solution for Zalando.
By William Søgaard, trainee at NOVAPOR Nordic
When I tell people that I work at NOVAPOR, most of them immediately think of packaging. That’s understandable. For many years, we have been developing bespoke packaging solutions made from foam, corrugated cardboard, wood and many other materials to ensure that fragile products are transported safely.
What many people don’t realise, however, is that the very same materials that reliably protect machinery, medical technology or electronics are often suitable for completely different applications as well. That’s exactly what I realised once again whilst working on a project for Zalando as part of the Åre Sessions 2026 in Sweden.
When the request came in to supply foam elements for a showroom, I initially chuckled. Normally, we discuss product protection, drop tests, or packaging concepts with our clients. This time, the foam wasn't meant to be hidden – it was to be visible and become part of the overall design.
It is precisely these kinds of projects that make my work exciting. They demonstrate that good engineering is not just about selecting the right material, but about looking at familiar materials from a new perspective.
Foam is far more versatile than many people realize
In my daily work, I often see that foam is exclusively associated with packaging or cushioning. In reality, there is now a wide selection of different materials with very different properties. Depending on the application, shock absorption, weight, surface texture, compressive strength, or moisture resistance are crucial.
Therefore, every project at NOVAPOR begins with a central question:
What requirements must the material actually meet?
Only then do we decide which foam is the best solution. Depending on the requirements, this might result in classic packaging with a custom-fit foam insert. Other times, however, it might lead to a solution for a trade fair booth, a showroom, or a product presentation.
William Søgaard (photo)
In my daily work, I often see that foam is exclusively associated with packaging or cushioning. In reality, there is now a wide selection of different materials with very different properties. Depending on the application, shock absorption, weight, surface texture, compressive strength, or moisture resistance are crucial.
Therefore, every project at NOVAPOR begins with a central question:
What requirements must the material actually meet?
Only then do we decide which foam is the best solution. Depending on the requirements, this might result in classic packaging with a custom-fit foam insert. Other times, however, it might lead to a solution for a trade fair booth, a showroom, or a product presentation.
William Søgaard (photo)
Åre Sessions 2026: Showroom "Move Together"
As an official partner of Åre Sessions 2026, Zalando developed a showroom and various experience areas under the motto "Move Together". NOVAPOR was involved in shaping part of this concept and supplied the foam platforms for the showroom.
Our task was to find a material that met the functional requirements for the platforms while also becoming a visible part of the showroom design. The result was stable, lightweight foam platforms whose distinctive surface was deliberately integrated into the design concept.
For me, this project was a great example of how foam doesn't necessarily have to be invisible. Sometimes the material itself can be the focus.
The Zalando project: Why composite foam?
For the Zalando project, we used our VB80 VK composite foam Composite foam is used in various applications. It is made from recycled foam scraps that are pressed into a stable block under high pressure. This creates a material that differs significantly from traditional soft foams. Many people are familiar with composite foam from high-quality seat cushions or orthopedic mattresses, where its high resilience has been utilized for many years.
For the showroom, a specific combination of properties was crucial. The foam used in Zalando's showroom had to be stable, possess high compressive strength, and simultaneously offer a surface that could remain intentionally visible. This is precisely where bonded foam demonstrated its strengths.
The striking texture has a modern, industrial look. While with many materials the surface is concealed, here it was explicitly allowed to be part of the design. In my view, this is one of the greatest advantages of this material: it doesn't need to be covered up, but can itself become a design element.
Why not wood or metal?
I actually get asked this question quite often. Of course, the platforms could have been made from wood or other materials. But each material has its own advantages and disadvantages. Composite foam offers several properties at once:
- low weight
- high resilience
- pleasant feel
- simple processing
- robust surface
- resource-efficient production through the use of recycled foam scraps
Especially with temporary installations or events, weight often plays a more significant role than many initially realize. Components need to be transported, assembled, and then disassembled after the event. Therefore, for the foam used in Zalando's showroom, low weight, high load-bearing capacity, and a robust, intentionally visible surface were crucial.
Foam in the showroom: Sustainability and material selection
Sustainability is an important issue for many companies today – and rightly so. However, I believe that sustainability doesn't just mean recycling materials. It's equally important to use materials effectively for as long as possible and to find applications where they can optimally utilize their properties.
The composite foam used is made from recycled foam scraps. This allows high-quality raw materials to be reused and given a second life. For me, this is a good example of how technical properties and sustainability can be combined without compromising functionality.
What companies can learn from such projects
In conversations with customers, I repeatedly find that many initially think of the most obvious solutions when selecting materials. However, it is often worthwhile to consider materials that are initially associated with completely different applications.
At NOVAPOR, we regularly support projects from a wide range of industries – from manufacturing and medical technology to defense, electronics, retail, and event construction. This diversity is precisely what helps us transfer ideas across different application areas. A material that protects a sensitive machine today could be part of an exhibition stand or a high-end retail concept tomorrow.
The right solution begins with the application
I work with a wide variety of foams and packaging solutions on a daily basis. What always amazes me is the sheer number of possibilities.
At NOVAPOR, we don't just sell foam. We focus on our customers' needs and work together to determine the best material solution. Sometimes this results in packaging, sometimes in technical inserts, and sometimes – as in this project – in a design element for a showroom.
It is precisely this variety that makes my work so interesting. Every project begins with a new challenge and often with a question we've never been asked before. And that's often where the best solutions emerge.
William Søgaard is a trainee sales and business consultant at NOVAPOR Nordic. His interest in sales and business, particularly in the packaging sector, was already evident during his time at the Commercial High School in Denmark.