A Global Meeting Point for the Future of Construction
This year’s EXPO REAL brought together more than 1,800 exhibitors and 40,000 participants from over 70 countries. It remains the leading platform in Europe for discussing trends, challenges, and innovations shaping the built environment.
Representing Rubus were Henning, Eileen and Arnd from our Hamburg office, alongside CEO Guy Montuelle from Norway. Together, they engaged in valuable conversations with existing clients, potential partners, and industry players eager to accelerate digital transformation in construction. The atmosphere at our stand was energetic and welcoming.
Innovation Driving Change in a Challenging Market
It was encouraging to see so many companies focusing on smart and sustainable solutions for the construction and real estate sector. Yet, the industry still faces major challenges: productivity in the European construction sector has actually declined over the past 20 years, even as most other industries have improved significantly. That’s exactly where solutions like Rubus make a difference. By streamlining the homebuilding process through standardization, automations, and data sharing, we help real estate developers reduce complexity, improve transparency, and put the customer experience front and center.
Putting the Buyer First – Learning from the Nordics
A highlight of the event was Henning Lorenzen’s presentation, which demonstrated how Rubus places the homebuyer at the heart of every process. Henning showed how developers can build smarter, deliver more personalized customer experiences, and strengthen trust throughout the home-buying journey — from planning to handover, by applying Nordic digital thinking.
Collaboration and Optimism for the Road Ahead
Despite tough market conditions, the overall tone at EXPO REAL was one of optimism and forward momentum. Across discussions, it was clear that collaboration and innovation will be key to the industry’s transformation in the years ahead.
Rubus returns home with fresh inspiration, new relationships, and an even stronger belief that digitalization is the key to building a more sustainable and efficient housing industry.
We want to thank everyone who visited our stand, shared their insights, and contributed to the dialogue. We’re already looking forward to seeing you again at EXPO REAL 2026!
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