Pharmaceutical booth design

This pharmaceutical booth design presented several distinct challenges.
The stand would be on an island plot for the first time – open on all four sides – requiring careful consideration of sightlines, accessibility, and positioning relative to competitors. It needed to be effective from every angle while maintaining a clear internal flow.

As PTC Therapeutics had no product licensed for promotion in Japan, the focus was placed entirely on brand building and establishing a local presence. Our goal was to create an environment that would draw in healthcare professionals and encourage engagement.

Working in Japan introduced additional complexity. Local building regulations and material specifications differed considerably from other markets, making close coordination with experienced Japanese partners essential. On top of this, healthcare exhibition compliance – from both the venue and the client’s team – imposed further requirements on content and delegate engagement. With tight timelines, we had to balance all these factors while ensuring delivery met our standards.

We split the stand into two distinct areas: a corporate – or commercial – area carrying the PTC Therapeutics brand, and a medical affairs area providing a more intimate space for detailed clinical discussions with healthcare professionals.

We maximised the available four-metre height with an archway that became the stand’s signature element, physically and visually linking both sides. With inset blue LED lighting, the arch created a glowing profile visible across the hall while framing views through the space. While other exhibitors also utilised the maximum allowed height, our inset blue LED lighting gave the arch a more striking profile, creating the impression that the stand towered above the competition. The arch unified the PTC Therapeutics stand, provided natural flow between areas, and made the space feel more generous than its footprint.

We positioned the corporate side to attract delegates from the main entrance, while the medical affairs side offered a more intimate setting with comfortable seating for detailed clinical discussions. A central triangular storage room provided secure space without blocking sightlines, keeping the stand open and accessible.

Graphics flowed in a soft curve across the space, paired with inset lighting that projected a warm, brand-aligned glow. The result was a clean, welcoming environment with seamless circulation between the two areas.

We reintroduced our expert barista concept, something PTC Therapeutics has come to value at previous events for the way it fosters informal connections. The same professional barista returned, creating a front-of-house experience that’s become an extension of our offering. Positioned on the commercial side to comply with Japanese regulations, the station remained accessible from both areas through the arch. Fresh coffee drew delegates together, with every element – from the machine and grinder to the beans – sourced locally.

Technology was central to collecting delegate data through an e-consent form for follow-up communications. With potential connectivity issues on site, iPads and iOS were not an option, as they rely on Wi-Fi. Instead, we chose Windows-based Surface Pro tablets, which allowed data to be stored locally. To host the e-consent forms, we built a custom offline app that synced securely to the client’s database, ensuring information was always captured reliably and professionally.

Delivering the project in Japan meant collaborating with trusted local partners who understood the country’s strict regulations and construction practices. For example, the white structure was finished as wallpaper applied to plywood – a method required by Japanese building codes, unlike the painted or vinyl finishes more common elsewhere. This local expertise shaped our planning, guiding decisions on pre-fabrication versus on-site assembly to keep the project cost-effective and on schedule.

Literature was printed locally, and all materials met Japanese safety and compliance standards. While our UK-based team oversaw the project, we also maintained a continuous on-site presence throughout the build and exhibition to make sure the finished result lived up to our standards.