PTC Therapeutics Inc

Global congress booth design

Two different delegate experiences for a global congress booth design that helped our US client make a mark internationally.

Background

A US biopharmaceutical company, for the last 25 years PTC Therapeutics has been delivering pioneering pharmaceutical science and therapies for people living with rare diseases.

Attending the SSIEM (Society For The Study Of Inborn Errors Of Metabolism) Congress in Jerusalem, PTC Therapeutics invited us to submit a proposal.

Challenge

With this global congress booth design, our client wanted to achieve three main goals:

  1. To make a solid mark away from the Americas with innovative and outstanding exhibition stands which are compliant but also innovative and aesthetically pleasing to existing and potential customers
  2. To establish or increase awareness amongst healthcare professionals of PTC Therapeutics products and related therapy areas
  3. To deliver a consistent approach, with high standards of execution and reliable project management across multiple shows

This particular exhibition stand would be the launch vehicle in the region for a recently approved drug*, and it would have to be divided into two distinct areas – a commercial area focusing on product promotion and a non-commercial area focusing on Medical Affairs. The plot allocated was conservative in size at 6x4m with a regulatory requirement to create a distinct physical division between both spaces.

Whilst the primary objective of the stand was to showcase the newly launched product brand*, it was important to also clearly display the more widely recognised company branding. Alongside the product launch, PTC Therapeutics had a lot of very important clinical data to share with HCPs in the Medical Affairs side of the stand. It was vital to create a connection and flow between the two spaces to encourage delegates to visit both areas.

Solution

Creating a diagonal wall to divide the two areas enabled us to maximise the use of the plot and create an open and welcoming space for the commercial area where delegates could find out more about the new drug. Introducing a circular soffit above the structure and mirroring this with graphic detailing in the floor covering draws the eye through the stand, linking the two spaces together whilst maintaining the required dividing wall. The circular soffit also allowed us to ‘crown’ the stand with the PTC Therapeutics branding.

A major feature in this global congress booth design is a 4-metre DNA helix structure taken from the product’s branding, a focal point to drive brand presence. The helix structure acts as a pillar on which the PTC Therapeutics stand rests structurally and also metaphorically, in a nod to the science behind the company’s pioneering products.

A touch screen positioned just below the PTC logo adds an element of interactivity to the stand. And with content looping throughout the day, a 90-inch TV screen positioned behind the reception / coffee counter keeps delegates engaged with promotional messages while they wait for their drink to be prepared.

Freshly brewed coffees were prepared by professional barista Edwin Meijide Martens.
Having worked with our client before, Edwin was very happy to hop on a flight to Jerusalem to join us at the show.

Round the corner behind the wall, delegates are welcome into the Medical Affairs area. There is a degree of continuity in the design with the curved floor graphic flowing in from the promotional area, but small yet effective changes, such as choosing a different colour for the floor graphic and a different flooring material, communicate to delegates that this will be another experience.

Despite the small plot size, the stand design succeeds at accommodating the two separate areas, and we ensured delegates didn’t have to step off the raised platform floor and step back on to find out what was lies behind. We achieved this by leaving enough space between the end of the wall and the edge of the platform to allow for a comfortable delegate flow between the two spaces.

With comfortable seating, wood shelving adorned with small plant pots and the warm and welcoming colour palette of the seamless stretched fabric wall, the Medical Affairs lounge is ideal for more private meetings where delegates and the PTC team can discuss recently released data in detail.

The area is complete with phone charging points to encourage dwell time (behind the sofa and on the storage cabinet), another TV screen showing rolling content and a discreet door into a secure storage room.

The stand was a success for our client, and we’re already working on rolling it out for next year. Next stop, Porto.

 

(*) – To comply with regulations on the promotion of pharmaceutical products, we have omitted all references to specific product names from copy and images.

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