Sandoz
Pharma exhibition booth
Breaking away from traditional healthcare stand design, this pharma exhibition booth uses an immersive, sensory experience to tell the stories of people living with MS, leaving a lasting impression on visitors.
A global leader in biosimilars and generic pharmaceuticals, our client’s purpose is to pioneer innovative approaches that will help patients worldwide access the best quality medicines.
Attending the ECTRIMS Congress in Amsterdam was the perfect opportunity for Sandoz to share medical education on generics and biosimilars. With the first biosimilar in MS having recently been approved in the US and the EMA region, Sandoz was attending a conference that attracts 9,000 participants, with 100 countries represented, 200 speakers and 50 international exhibitors – the perfect stage to share their expertise in the field.
An exhibition stand designed to engage and educate
The brief from Sandoz, which we shared with our project partner CMC Affinity, was to design a pharma exhibition booth that would stand out from competitors, attract and engage a high number of delegates, and serve as an educational tool showcasing Sandoz’s expertise in generics and biosimilars for MS.
A different approach to pharma exhibition design
From the outset, the pharma exhibition booth breaks away from traditional exhibition designs in the pharmaceutical industry, offering visitors a very different experience.
Warm and welcoming, the stand uses a memorable visual approach to share the stories of people living with MS, with audio messages featuring real patient experiences adding a powerful personal dimension.
Built around the concept of “writing the next chapter”, the stand combines custom and modular design elements to reflect Sandoz’s commitment to innovation in medicine development, and the possibilities that lie ahead.
An immersive experience built around patient stories
The stand’s walls feature a striking graphic depicting a tower of books, with each spine displaying a clearly legible title linked to an individual MS patient story.
Continuing the storytelling theme, the stand is framed by Prologue and Epilogue sections, guiding delegates through the experience from beginning to end.
A circular opening in the book tower wall immediately sparks curiosity, drawing delegates towards the Sandoz stand and inviting them to explore what’s inside. As visitors peer into the opening, they discover an immersive sensory experience. Built-in speakers play first-person recordings of MS patient stories, while mirrors positioned above and below create an infinite visual effect, reinforcing the far-reaching impact of MS, which affects more than one million people across Europe alone.
Balancing personal interaction with technology
A comfortable seating area provides a degree of privacy for conversations between Sandoz representatives and visitors, while encouraging delegates to spend more time on the stand.
The deliberately low-tech approach helps differentiate the stand from others in the exhibition hall, offering an unexpected experience in a pharmaceutical exhibition setting. However, technology still plays an important role, from a prominent lightbox highlighting the Sandoz brand to an interactive touchscreen quiz that tests delegates’ knowledge of biosimilars and adds another dimension to the learning experience.
We also considered the needs of Sandoz representatives throughout the conference, incorporating a dedicated storage area behind a discreet door that blends seamlessly into the stand design.
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