​BAU 2027 highlights industry topics with new brand ambassadors​

BAU is expanding its communications activities to include selected brand ambassadors from various sectors of the construction industry. Known as “BAU Insiders,” these professionals—representing fields such as planning, skilled trades, industry, digitalization, existing building transformation, large-scale renovation, and construction robotics – will support communications for the world’s leading trade fair for architecture, materials, systems, which will take place in Munich from January 11 to 15, 2027.

Through their own channels and networks, the BAU Insiders will address key topics of the trade show, analyze developments from their professional perspectives, and provide insights into issues currently shaping the industry. In this way, BAU is supplementing its traditional trade show communications with personal perspectives from the field and effectively promoting the key themes of BAU 2027 across various networks.

“BAU thrives on direct exchange between industry stakeholders and can only continue to evolve through this interaction. With the BAU Insiders, we aim to make the trade show’s key themes even more tangible and demonstrate where the future of construction is already taking shape today,” emphasizes Cornelia Lutz, exhibition director of BAU. “Our brand ambassadors contribute technical expertise, hands-on experience, and their own networks. They help us highlight the key themes of BAU 2027 from different perspectives and intensify the dialogue with the industry even before the trade show begins.”

Real-World Perspectives

The BAU Insiders address key questions about the future of the construction industry: How can the existing building stock be used more intelligently? How can digital technologies and industrial processes increase productivity? What role do skilled trades, small and medium-sized businesses, and contractors play in climate protection, resource efficiency, and quality?

Sarah Dungs, Managing Director of the Greyfield Group and Chairwoman of the Board of the Association for Building Renovation, brings the perspective of existing building transformation to the table. Her focus is on how existing buildings can be further developed, repurposed, and understood as a resource for the future: “The future of construction does not lie solely in new construction. What will be decisive is how we deal with what is already there and whether we succeed in viewing the existing building stock as an opportunity for climate protection, urban development, and new usage concepts.

Christoph Krause and Dr. Lena-Marie Pätzmann, among others, are leading the technological transformation of the industry. Krause translates digitalization, AI, and automation into concrete applications for construction and trades companies. Pätzmann, co-founder and CEO of Sitegeist Robotics, focuses on robotics and artificial intelligence as tools for safer and more productive construction sites. “Robotics combines workplace safety with productivity. It reduces hazards on the construction site while simultaneously improving quality and cost-effectiveness. BAU 2027 shows how this future of construction is already becoming a reality today,” explains Pätzmann.

Craftsmanship, small and medium-sized enterprises, and construction execution are also key focuses of BAU Insider. Gerda Söhngen, Managing Director of KEIL Befestigungstechnik GmbH, embodies technical quality, durability, and innovative strength in the specialized SME sector. Cehan San, an entrepreneur and consultant in the HVAC trade, offers the perspective of practical implementation: “The skilled trades are one of the greatest drivers of climate protection, digitalization, and true productivity. That’s why we need to be more visible, more courageous, and more modern—not just talk about the future but put it into practice on the construction site and with our customers.”

Additional perspectives come from Julian Waning, Architecture Media Manager at Gira, with a focus on architecture, design, and smart building technology, Romina Haller, entrepreneur at Haller Raumgestaltung, with a focus on modern finishing trades and interior design; Emanuel Heisenberg, founder and CEO of ecoworks, specializing in serial renovation; and Bernhard Wolter, known as Bernd the Construction Coach, who clearly communicates construction practices, product knowledge, and trade-related topics to his community.

From the industry, for the industry

With the BAU Insiders, BAU 2027 strengthens the dialogue with various target groups in the construction industry. The brand ambassadors provide personal insights, address industry trends, and bring the trade show’s key themes to life in a practical way—from “Changing Living Spaces” to “Materials & Resources,” “Digitalization & Productivity,” and “Climate Protection & Climate Adaptation.”