EuroMedLab 2019 Barcelona
An OH37 Experience EuroMedLab 2019
Where care leads, elevation of the clinical laboratory
Immerse guests in your brand universe
How we transform a live engagement into a brand experience
PROJECT
EuroMedLab Barcelona 2019
CLIENT
Roche Diagnostics International
WHAT WE DID
Stand Creative Concept, Creative Strategy, Experience Design, Stand Design, 3D Modeling, Graphic Design, Animation, Motion Graphics, 3D Motion Graphics, Content Production Management, Script Writing, Content Production Management, Interaction Development, Time-lapse Video and Editing, Photography, Videography, Content Operation Management.
OVERVIEW
OH37 was commissioned for the design and production of an experience at the 2019 EML taking place in Barcelona, Spain. Briefed to create an outstanding booth that exemplifies and demonstrates the companies commitment to the healthcare industry. Highlighting to guests how our clients are able to elevate the clinical laboratory through their diverse portfolio of services and products.
Tasked with these objectives, OH37 set out to create a dynamic booth design, that provides guests with a tangible immersive experience that captures the strategic direction of the brand.
Designing a space with technology at its heart, OH37 created a brand experience highlighting clinical elevation. Using a clean line approach guests were propelled into a clinical yet inviting laboratory. Designed for maximum guest flow, with digital experiences to hook the guests into pockets of knowledge.
The central installation, the digital beacon of the space built using a 360 dynamic menu, allowing guests to interact directly with digital tools and solutions. Connecting the entire space via an array of screens mounted above and around the space. All linked to form a central tower, a beacon of digital solutions that connect the different booth areas together, a visual interpretation of how the digital hub connects the hospital on all levels.
Creating over 2 hours of animated content, showpieces, and animate highlights. OH37 transformed the space bringing the experience to life, as content washes around the guests captivating them into a world of products, key messages, and solutions. Using a variety of styles based on the communication needs of each product on display, we created a three day schedule of content designed to re-enforce the brand and product messaging. Content was also used to highlight key product launches and announce show timings, leveraging the array of connected screens to mesmerize and captivate visitors with beautifully crafted graphics.
Bringing a concept that embodies elevation, the booth was built with an ascending movement, visible at each content stop, guests ushered through journey that leads them to knowledge. A curved hi-fidelity screen with immersive content, and daily talks infuse guests with knowledge and insights from industry experts.
Highlighting innovation, Robotic displays and private experience rooms were also designed and implemented extending the experience beyond the guests expectations. Isolating guests and providing them with a first hand look at what the future of healthcare will look like.
The booth reception was a resounding success, with the highest booth traffic at the expo, and the highest rated booth by the visitors of the exhibition.
Spatial Overview
A closer look at the EML Booth
OH37 designed a space that efficiently directed traffic flow, creating dynamic stops to attract and engage with crowds. The clean visual aesthetic highlighted the futuristic lab’s clinical nature, while still incorporating warm energy from wood elements and white Orchids, which representing patients’ healing and blossoming.
Beautiful design meets function
Expectation made reality, reality transformed to experience
Employing OH37’s multidisciplinary approach, we crafted a space that enhances the visitor experience. A suspended sculpture, shaped like an ascending arrow, accentuates the booth, symbolizing the connected laboratory’s continuity and power. The design facilitates product launches, fosters dialogue, and serves as a platform for industry talks.
Balance and Harmony
The movement of knowledge and the power
of connectivity
of connectivity
A suspended sculpture, connected screens, and an unforgettable journey
The organic movement of elevation created by the position of the slats, the central nerve of digitalization runs across the booth. Connected via a continuous array of displays, showcasing how our clients ecosystems work together to provide the Laboratory with tools it needs to elevate its status.
Digital at heart
A tactile innovative experience.
At the booth's heart, we designed a central tower — a beacon of digital knowledge and solutions. Each side hosts an interactive touch terminal, providing access to the digital womb within the structure. As users interact with the menu on each side, the tower responds, trapping a portfolio of tools and demos, awaiting exploration.
The eight connected displays showcase a dynamic digital and organic form, responding to touch, with floating bubbles holding accessible tools. The tower allows guided or self-exploration, enabling users to roam the digital ecosystem and uncover its hidden games.
Interactive stations
Touch displays
Engaging guests with dynamic content and targeted storytelling. OH37 designed and developed the event interactive content menus, providing guests with a deep dive into the different products content.
Digital tools 3D Animation
Making the abstract a tangible reality.
Over 20 minutes of beautifully crafted animated visualizations were produced by OH37 to provide guests unique insights into the benefits and functionalities of an array of digital tools.
A content schedule flying under the thematic banner of Where Care Lies was organized and produced to shape the concept of the event for the guests. Graphics created in 3D brought the booth to life, capturing its dynamic energy and strategic direction.
A content schedule flying under the thematic banner of Where Care Lies was organized and produced to shape the concept of the event for the guests. Graphics created in 3D brought the booth to life, capturing its dynamic energy and strategic direction.
Event Content
Planning, Design & Animation
With our multidisciplinary approach to content creation, we produced over 30 animated pieces in various styles. This allowed our clients to tailor content for each product line’s unique communication needs, depending on the specific days of the event.
The following reel showcases our favorite pieces, a mix of 3D, 2D, and photo animation content designed from over 12 viewing angles, presented as one large array. By following a programmed schedule and creating a successfully immersive content ‘shell’ around guests, we were able to reinforce our clients’ perception as industry leaders.
The following reel showcases our favorite pieces, a mix of 3D, 2D, and photo animation content designed from over 12 viewing angles, presented as one large array. By following a programmed schedule and creating a successfully immersive content ‘shell’ around guests, we were able to reinforce our clients’ perception as industry leaders.
Innovation Rooms
Private experiences showcasing the future of the laboratory
Away from the bustling activity of the main booth, OH37 created two exclusive Innovation Rooms. Here, select groups of visitors could personally witness and experience the cutting-edge innovations our clients were developing. Each room was meticulously designed to mirror the inventive essence of its corresponding new product, facilitating a deeper comprehension for guests. Outfitted with 3D tours and immersive content presentations, these spaces transported visitors into the forefront of laboratory advancements.
Contact us today and to plan your next event experience!
DELIVERABLES
Concept, Design, Strategy, Experience Design, Technical Planning, Content Planning, Content Creation, 2D Animation, 3D Animation, Photo-animation, Photography, Videography, Editing, Pre-Production, Post Production, & App Development.
Concept, Design, Strategy, Experience Design, Technical Planning, Content Planning, Content Creation, 2D Animation, 3D Animation, Photo-animation, Photography, Videography, Editing, Pre-Production, Post Production, & App Development.
LOCATION
BCN
BCN
CLIENT
Roche Diagnostics International
Roche Diagnostics International
YEAR
2019
2019
CREATIVE LEADS
Hadi Hawili
Melo Infante
Hadi Hawili
Melo Infante
AV SUPPLIERS
Rent Tec Event group
Rent Tec Event group
BOOTH CONSTRUCTION
Contect
Contect
PRODUCTION ASSISTANT
Noelia Fernández
Noelia Fernández
