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Open Houses


AIM - European Brands Association and the City of Copenhagen hosted 3 physical and 2 virtual Open Houses at the Amager Resource Centre (ARC) in Copenhagen on 19 October, 2 and 18 November to showcase the semi-industrial test phase of the Digital Watermarks Initiative HolyGrail 2.0. During the events, a total of around 700 participants witnessed the huge potential of this pioneering technology to revolutionise sorting of packaging waste.


Participants had a virtual or physical tour of the ARC sorting facility and attended a demonstration of how the machine prototype and the digital watermarks technology work. Presentations of the latest HolyGrail 2.0 developments and a Q&A session complemented the tours.

Virtual Open House @ARC Copenhagen 2021

Follow the virtual tour at the ARC sorting facility & discover the latest HolyGrail 2.0 developments presented by:

  • Malene Møhl, Recycling Expert – City of Copenhagen

  • Eva Schneider, Sustainability and Communications Manager – AIM, the European Brands Association

  • Jean-Christophe Lesguilliers, Senior Advisor Project Development – Alliance to End Plastic Waste

  • Gian De Belder, Technical Director R&D Packaging Sustainability – Procter & Gamble

  • An Vossen, HolyGrail 2.0 Technical Project Manager – Plarebel

  • Ravi Sharma, Senior Director Engineering R&D – Digimarc

  • Antoine Bourely, Chief Scientific Officer & Co-Founder – Pellenc ST

  • Tomas Filler, Senior Manager R&D – Digimarc​

Semi-industrial tests @ARC Copenhagen 2021

Around 125,000 packaging samples coded with digital watermarks were provided by HolyGrail 2.0 members for the semi-industrial tests at the ARC sorting facility in Copenhagen.

Have a look at our video & discover how we prepared for the semi-industrial tests.

Memories from Copenhagen

Check out the pictures of our Open Houses 2021.

Photos from the semi-industrial test @ARC Copenhagen

Take a look at the packaging samples and prototype machine developed by Pellenc ST and Digimarc for the semi-industrial tests at ARC sorting facility in Copenhagen.

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