The hum of conversation, the clatter of heavy machinery being demonstrated, the sheer sea of people moving between halls – it’s hard to forget your first bauma. Whether you come as an exhibitor, a journalist, or an industry professional, stepping onto the show floor for the first time is an experience like no other.
As a specialist construction PR agency, bauma is a key highlight of our calendar. Over the years, we’ve supported clients by running press conferences, connecting trade journalists with senior executives and product experts for interviews, and drafting press releases on the go to announce major deals or collaborations signed at the show.
But it’s not all work – bauma is also about the memories. In this blog post, members of the SE10 team share their recollections of attending bauma for the very first time, from navigating the sprawling exhibition grounds to soaking up the unique mix of business and camaraderie that makes bauma so special.
1998: Ben Shaw, CEO
“My first bauma was way back in 1998 when I was still working as a journalist. You could sense the vibrancy and energy even from the moment we arrived in Munich. One of my first memories is how easy it was to get to the show considering the number of people who were travelling there. I’m still always impressed with the logistics of getting that many people in and out of an exhibition center on a daily basis. Of course, when you step inside it’s overwhelming. There’s no other way to describe it. And walking around an exhibition of that size you are regularly disorientated and/or lost (😊) in the first couple of days. But it also becomes familiar to you relatively quickly. It’s always an exhausting few days, but I wouldn’t miss it for anything!”
2013: Damian Joseph, Vice-President, USA
“I was blown away at the scale when I entered my first bauma in 2013. It’s one thing to hear there are half a million people at a single tradeshow and a whole other thing to experience it. The walk from the front gate to my client’s booth was 30 minutes! It really impressed on me just how many people and how many companies work together to construct the society we live in. Construction underpins nearly every facet of the economy and global trade system. The industry is vital, crucial and when I saw it all come together in one place, invigorating!”
2016: Hannah Kitchener, Associate Director, UK
“I first attended bauma Munich in 2016 and besides the sheer scale of the event, what really stood out to me was how social it was. It felt like the whole construction industry was there and it was such a great opportunity to catch-up with work friends, meet new people, and connect with the trade media. Walking through the halls felt like stepping into a global construction festival. Some stands looked like high-end cafés, with espresso machines working overtime, while others served up hearty local specialties – because business at bauma often happens over a shared meal. It was such a friendly, welcoming atmosphere that it felt like more than a trade show, rather a celebration of the construction industry.”
2022: Jack Porter, Account Manager, UK
“I was fortunate enough to go to bauma within a month of starting my career at SE10 in October 2022. It was a great introduction to the construction industry. Looking back, I believe the experience was a preliminary education that helped form my initial content creation and approach to accounts. I met and engaged with people from across Europe, the US, central and south America, Africa and Asia. We were also fortunate with the weather, and when I wasn’t assisting with client work enjoyed visiting other stands and seeing other equipment and technology. I actually think I got neck ache from looking up too much at all the cranes!”
2024: Salmah El Haissane, Account Manager, Singapore
“My first bauma was bauma China in November 2024 and it was truly unforgettable. The scale, the energy, and the level of innovation on display were beyond what I had imagined. From groundbreaking technologies to the diverse global presence, it was a remarkable introduction to the construction industry’s future. I’m excited to see where these advancements will take us.”
While our first bauma experiences were different – whether navigating the halls as a journalist in the ‘90s, realising the sheer scale of global construction, or discovering the social heart of the industry – one thing remains the same. bauma is an unforgettable rite of passage in construction.
For our team at SE10, bauma is more than just a trade show – it’s where industry-defining stories unfold. From securing media coverage to running high-impact press events, we help our clients make the most of their bauma experience.
If you’re heading to bauma 2025, let’s talk about how we can help you stand out.
Hannah Kitchener
Associate Director
About the Author
Hannah is an associate director based in the UK, who leverages her strategic, campaign management, and written content creation expertise to support clients in the construction, energy, and materials handling sectors across Europe, the Middle East and Africa (EMEA). With a professional qualification in Journalism from the National Council of Training for Journalism in the UK, Hannah has strong interviewing and writing skills that enable her to craft compelling content for clients across multiple platforms. Her experience and knowledge of the construction, energy, and materials handling sectors, meanwhile, have helped her build a strong network of trade media contacts across the EMEA region, enabling her to secure meaningful media coverage for clients. In addition to her journalism training, Hannah’s academic qualifications have further honed her ability to communicate across cultures and languages. Having studied French and German at BA level, and with an MA in Translation, Hannah has a passion for inter-cultural communication, which is invaluable to SE10 in executing PR campaigns across multiple markets and in several languages.
