'The Village' at DDW
- San Diego
- Exhibits & Trade Shows
- Pharmaceutical
Leveraging cultural heritage to create impact
THE CHALLENGE
A Shared Central Hub
Impact XM was entrusted with the responsibility of presenting one of Asia’s largest pharmaceutical companies to healthcare professionals (HCPs) and highlighting their dedication to patients and the field of digestive diseases at Digestive Disease Week (DDW). In response, Impact XM designed a cultural heritage hub centered around the client’s Japanese heritage, which served as the focal point of five other exhibits dedicated to promoting their brands and functions.
THE SOLUTION
Cultural Immersion
The company’s multiple booths at the congress created a “Village” with the cultural heritage hub at the center and the other brand and medical booths surrounding. Inspired by the company’s Japanese heritage, the cultural hub was an elegant homage to Japanese tradition that displayed a central cherry tree, rice paper walls, and an origami crane demonstration as the main attendee experience.
Staffed by a professional origamist, this live origami folding demonstration continued throughout the show and as the origami cranes were completed, they were incorporated into an even larger art piece. Sharing the unique heritage directly with attendees, HCPs would engage with the origamist to fold a crane with them.
The brand and medical booths used visual cues to connect with the overall Village and, to engage and educate HCPs, each booth had bespoke interactive elements—such as a trivia game, a virtual reality experience, or a product demonstration—that were designed to be fun and informative, highlighting the unique features and benefits of each product. To establish a subtle tie-in to the central hub, select exhibits featured hospitality elements inspired by a Japanese tea party, such as green tea and matcha donuts.
THE IMPACT
Both HCPs and the client were impressed by the thoughtfulness and coherence of the design, as well as the engaging elements at each booth. The central hub offered a cultural immersion for HCPs, allowing them to engage in private or casual meetings while learning about the client’s expertise in digestive health and their rich Japanese heritage.
By the conclusion of the initial show, the origami artist had meticulously crafted hundreds of cranes for attendees, resulting in a remarkable display of artistry, expertise, and tradition. The comprehensive measurement reporting provided by Impact XM demonstrated triumphs across various metrics including HCP survey feedback, badge scans, traffic data, digital participation, and staff input.
