Meetings, Events and Exhibitions

AstraZeneca’s ASCO 2025 booth redefined congress engagement by shifting from scale to meaningful, self-directed exploration. Designed around oncologists’ needs for clarity, learning and peer connection, the immersive environment combined a 360-degree film experience with world-first transparent OLED touchscreens to transform complex science into intuitive exploration.

A calm, open design encouraged deeper conversations, while modular construction and visible sustainability leadership aligned with AstraZeneca’s Net Zero ambitions. The result was a future-ready, reusable congress system that delivered exceptional engagement, industry-leading impact and a new benchmark for oncology exhibition experiences.

Judges Comments

Big, elaborate and impressive, this “Discovery-Led Booth” allowed the meeting attendees to explore for themselves, and at their own pace and depth. The interactivity was cohesive with a strong visual connection, while the striking creative approach was sure to attract delegates and inspire them to step inside and learn. And with its soft fabric and calm atmosphere, the judges said this booth felt like somewhere you’d want to be hanging out – the exceptional engagement from attendees, seen in measures such as dwell times and repeat visits, certainly bears out this feeling.

Judges admired the sustainability element that was embedded throughout, from the choice of materials through to the modular construction. They liked the multiple entry points with in-built adaptability, providing every type of delegate/visitor with a meaningful interaction and the start of a conversation. Ultimately, the judges thought this booth was beautifully crafted, really striding out as something new and different – and they loved seeing this ambition so very well executed, earning the Gold award.

Andrew Durkan, Freelance Creative Director

Designed as a bold disease-state awareness experience for healthcare professionals, Insmed transformed complex bronchiectasis science into an immersive, multi-venue narrative across two major congresses. By bringing a striking key visual to life as a walk-through “Lung House” the campaign invited HCPs to experience neutrophilic inflammation from the inside out, connecting molecular mechanisms with real patient impact.

Spanning DGP and ERS, the activation evolved from awareness to action, turning education into engagement and dialogue into understanding. The result was a powerful DSA platform that cut through congress clutter, deepened clinical connection, and elevated bronchiectasis on the HCP agenda.

Treatment-resistant depression is a misunderstood condition that leaves patients trapped in cycles of ineffective treatment, unseen by those trying to help them. We challenged the inertia in psychiatrists’ beliefs and made this underserved population impossible to ignore.

The congress booth used digital sculpting and 3D printing to create hundreds of grey patient models, showing the scale of suffering among those left behind. An interactive plinth allowed delegates to place these models to unlock evocative patient journeys, contrasting the despair of misdiagnosis with the freedom enabled by early, appropriate intervention – demonstrating how timely action can bring colour back into patients’ lives.

An immersive congress experience designed to transform how complex clinical information is explored within live exhibition environments.

Using HoloPresenter – Box Bear’s immersive mixed reality platform – the booth became a 180-degree walk-in presentation space where life-size patient avatars and interactive, holographic visualisations surrounded delegates. Sales reps could dynamically navigate content in response to each conversation, encouraging two-way dialogue rather than one-way presentation.

Deployed across multiple international healthcare congresses, the experience demonstrated how clinical data can be brought to life in ways that support meaningful discussion and drive deeper engagement with HCP audiences.

At EBMT 2025, Jazz Pharmaceuticals turned the traditional congress booth on its head with EVA, a world-first conversational AI designed to spark genuine clinical dialogue in a complex rare disease space.

Far more than a digital display, EVA combined human-like presence with rigorously approved medical content to stop delegates mid-aisle, invite questions and stimulate peer-level discussion. The result was an immersive, compliant event experience that captured real specialist insight, supported meaningful knowledge exchange and showed how creative technology can re-energise meetings, events and exhibitions.

UCB’s BSR 2025 congress stand aimed to deliver an unparalleled customer experience. Aiming to position UCB as partner of choice for rheumatologists, showcasing its innovative portfolio, and demonstrating Bimzelx’s unique MoA.

To reflect the concept of calming, sustained efficacy, the stand was designed as a zen‑like sanctuary, contrasting the busy congress environment. The use of sustainable materials, Scandinavian wellness aesthetics, natural greenery, and AI‑generated radiographic imagery connected nature with medical science. Relaxed lounge spaces encouraged conversation, while a Holobox delivered data in an engaging and memorable way.

This serene, understated approach highlighted UCB’s confidence and leadership in rheumatology.

For GP Practice Managers, flu season is a battle – juggling logistics, staffing and demand, while keeping their practice running. They need a partner who understands their challenges and stands in their corner. That partner is CSL Seqirus.

To connect meaningfully at a crowded congress, we built a full-scale boxing ring in the middle of the hall – casting the Practice Manager as the fighter and CSL Seqirus as their ringside coach, ready with the whole support package. Inside, an interactive GP waiting-room simulation became a space for connection, conversation and vaccine orders – creating real value in the moment.