What does the future hold for the tyre circular economy? The AZuR network’s joint stand at THE TIRE COLOGNE 2026 will provide the answers. 19 partners from all segments of the tyre and recycling industry are presenting innovative solutions in Cologne for the sustainable use of tyres and their mechanical recycling – including NEW LIFE partners Genan and MRH Mülsen. The highlight of the first day of the trade fair was a visit from Oliver Krischer, North Rhine-Westphalia’s Minister for the Environment.
Circular economy on the go
Visitors to the AZuR joint stand experience the circular economy the moment they step onto the exhibition floor. This is because the entire floor of the stand consists of resilient and comfortable floor tiles made from tyre rubber granulate, supplied by NEW LIFE partner MRH Mülsen. The floor tiles clearly demonstrate how a high-quality product with a wide range of applications can be created from a worn-out tyre. At the same time, they allow visitors to experience the material properties of recycled products first-hand: robust, comfortable and designed for long-term use.
Focus on valuable secondary raw materials
Also present at the AZuR stand is NEW LIFE partner Genan, one of the leading specialists in the mechanical recycling of tyres. The company demonstrates how high-quality secondary raw materials such as rubber granules, rubber powder, steel and textile fibres are extracted from tyres, which are then further processed into numerous products and applications. The resulting materials are used in sports and leisure facilities, urban development, playgrounds, buildings, road construction and numerous industrial applications.
North Rhine-Westphalia: a driving force behind the tyre circular economy
The trade fair kicked off with a focus on North Rhine-Westphalia’s role as a driving force for innovation in the tyre circular economy. As part of the „NRW – A Beacon for the Tyre Circular Economy“ tour, North Rhine-Westphalia’s Environment Minister Oliver Krischer visited the AZuR stand. In a lively discussion with network coordinator Christina Guth and representatives from business, science and politics, the focus was on how NRW can further expand its pioneering role in the circular economy.
The Minister learned about innovative solutions across the entire tyre value chain – from repair and retreading, through digitalisation and end-of-life tyre logistics, to mechanical recycling. The subsequent stage programme made it clear that North Rhine-Westphalia is ideally placed to become Europe’s leading hub for the tyre circular economy.
From the trade fair to real-world application
The AZuR joint stand demonstrates impressively that tyres do not have to end up as waste once their time on the road is over. Modern mechanical recycling processes produce valuable secondary raw materials that can be reused in a wide range of durable products.
For the NEW LIFE initiative, the trade fair is therefore an ideal platform for showcasing the wide range of applications for products made from tyre rubber granulate and for strengthening dialogue with local authorities, planners, businesses and other stakeholders in the circular economy.
Come and visit us at the AZuR joint stand until 11 June: Hall 7.1 | Stand C031 / B038