Brand ambassadors strengthen industry dialogue for BAU 2027

Bau 2027 gives the trade fair a face with new brand ambassadors and strengthens the practical exchange on current industry topics.

This article is part of the special feature on trade fairs for the skilled trades.

From January 11 to 15, 2027, BAU , the world's leading trade fair for architecture, materials and systems , will take place in Munich. For the first time, the focus will be on selected brand ambassadors – so-called BAU insiders – who will strengthen the central communication around the industry-specific key themes.

Strengthening personal perspectives

The BAU trade fair deliberately expands its traditional communication approach by incorporating voices from the field. Leading figures from planning, construction, industry, digitalization, building renovation, serial refurbishment, and construction robotics attend the fair and address current developments from their professional perspectives. Through their own channels and networks, they provide insights into issues currently facing the industry. Key topics include digitalization, building renovation , and productivity and resource efficiency in the construction sector.

Cornelia Lutz, project manager of BAU, emphasizes: " BAU thrives on direct exchange between industry stakeholders and can only evolve through this. With the BAU Insiders, we want to make key themes of the trade fair even more tangible and show where the future of construction is already being shaped today." The brand ambassadors contribute their professional expertise, practical experience, and personal networks, helping to illuminate the key themes of BAU 2027 from diverse perspectives.

Future issues of the construction industry in focus

The construction insiders stand for sustainable use of existing buildings, technological transformation, and the role of skilled trades in climate protection and digitalization.

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Sarah Dungs , Managing Director of the Greyfield Group and Chairwoman of the Association for Building in Existing Contexts , contributes the perspective of existing building transformation. She emphasizes how existing buildings can be further developed, repurposed, and understood as a resource for the future. Dungs explains: "The future of construction does not lie solely in new construction. Crucially, it will depend on how we deal with what is already there and whether we succeed in understanding existing buildings as an opportunity for climate protection, urban development, and new usage concepts ."

Among those representing technological transformation are Christoph Krause and Lena-Marie Pätzmann , co-founder and managing director of Sitegeist Robotics . Krause translates topics such as digitalization, artificial intelligence, and automation into concrete applications for construction and trade businesses. Pätzmann emphasizes: "Robotics combines occupational safety with productivity. It reduces hazards on construction sites while simultaneously increasing quality and efficiency. BAU 2027 demonstrates how this future of construction is already becoming a reality today."

Insiders from the trade

The trades, small and medium-sized enterprises (SMEs), and construction companies are also part of the Bau-Insider network. Gerda Söhngen , Managing Director of Keil Befestigungstechnik , represents technical quality, durability, and innovation in specialized SMEs. Cehan San , entrepreneur and consultant in the plumbing, heating, and air conditioning trades, contributes the perspective of practical implementation: "The trades are one of the biggest drivers of climate protection , digitalization, and genuine productivity. Therefore, we need to be more visible, bolder, and more modern – not just talk about the future, but implement it concretely on the construction site and with the customer."

Further perspectives are provided by Julian Waning (Architecture Media Manager at Gira ) with a focus on architecture, design and intelligent building technology, Romina Haller (entrepreneur at Haller Raumgestaltung ) with a view to interior finishing and interior design, Emanuel Heisenberg (founder and managing director of Ecoworks ) with a focus on serial renovation, and Bernhard Wolter , known as Bernd the construction coach, who conveys construction practice, product knowledge and craft-related topics in an understandable way to his community.

About the construction The event is one of the central platforms for architecture, materials and systemsIt brings together all the international market leaders in the industry and is considered an innovation driver and industry network. The offering is structured according to building materials, product and topic areas..

Participants include architects, planners, investors, representatives from industry and trade, and craftsmen. Die Construction pools the industry's expertise at an international levelThe supporting program includes numerous events and forums with international experts.

DHB now also available digitally! Simply click here and register for the digital German Crafts Journal (DHB)!