At CREC, we don’t just share an industry and projects—we share stories.
In “SOM CREC,” we introduce you to the latest partner companies that have joined this project: the people who help our community grow every day. Discover who they are, what they do, and how they contribute to making CREC a vibrant, creative, and collaborative space.
Today, we introduce…
What’s your name and your role in the company?
Elena Durant – Head of Corporate Social Responsibility
Susana Zühr – Head of Project Management and Coordination at IN’STRUKTURA
Brief description of your company, highlighting its activity in the field of waste or the circular economy:
At Adaequo Group, we offer comprehensive solutions in POS (Point of Sale), covering all stages: from design to manufacturing, installation, and dismantling, with a strong commitment to quality and efficiency. Our group consists of three complementary entities:
Baskiat Creativa, a design agency;
Adaequo, specialized in multi-material manufacturing; and
IN’STRUKTURA, focused on installation, dismantling, and recycling.
Elena: As Head of Corporate Social Responsibility (CSR) at Adaequo Group, my role is to define a sustainability strategy fully integrated into the company’s DNA. This involves promoting responsible practices such as eco-design and reverse logistics applied to POS, with the goal of moving toward an increasingly circular model.
Susana: In the field of dismantling installations (temporary promotions in shopping centers, usually made up of various POS elements) and individual POS items, we are working on introducing recycling services to replace the previously common practice of “destruction.” To do this, we are studying the feasibility of separating materials and identifying potential management pathways to allow them to be reused—thus entering the circular economy loop.
What challenges or needs is your company currently addressing?
We are adopting a circular economy approach by training our teams in eco-design and developing reverse logistics to manage the end-of-life of POS materials. Since there is no specific EPR (Extended Producer Responsibility) scheme for POS in Spain, we are exploring ways to add value through dismantling, reuse, and recycling. Collaboration among the various stakeholders in the sector is key—though also a major challenge. Additionally, we are researching the most suitable KPIs to measure traceability and the value recovery of recycled materials, aiming to offer transparency and added value to our clients.
What motivated you to become a member, and what kind of synergies are you looking for with other members?
Joining the Waste Cluster of Catalonia has been a key step in our commitment to the circular economy. We quickly realized that without collaboration with the waste sector, we wouldn’t be able to carry out our projects effectively. Moreover, the cluster has become a dynamic and enriching network where we share knowledge, experiences, and common interests. We particularly value the opportunity to generate synergies that promote sustainable and collective solutions to the challenges our sector faces.
