We created a stand of 60 square meters: it was small but packed full of activities. We also co-ordinated local suppliers of audio and video technology for several symposia. For the stand we have created a “virtual tree” – a multimedia installation formed from 10 iPads which 110 users interacted with. We even set up an augmented reality corner. The iPad application was designed to visualize the results of a satisfaction questionnaire in real time. After answering a questionnaire the user could check how their feedback related to that of the nine other participants. The interaction was handled by a local server which controlled the iPads via wi-fi. Meanwhile, augmented reality was used with two iMacs and two printed books displaying scientific content. The pages of the books were fitted with electronic tags. Two web cams were installed into a pair of table lamps that shone on the books. The user could browse the book and when the web cam read a tag, its content appeared on the computer monitors as a 3D animation. The stand also featured two 55″ monitors, where related content could be accessed and controlled using an iPad. The backdrop of the stand was dedicated to medical topics with monitors displaying videos and questionnaires.

Novartis needed to create a stand in order to presentvarious technological innovations and thereby position itself as a reference point for physicians in the field of dermatology. Thanks to the historic collaboration with our partners, we designed and built a stand of 170 square meters with 58 Christie MicroTiles™, augmented reality, touchscreen monitors and several specific applications which also featured the new proximity marketing  technologies (NFC) and gestural interactivity (Leapmotion). The event required an enormous effort to co-ordinate with the various parties involved, including two international communication agencies. In addition to taking care of the installation of the technologies, we realized all the multimedia applications and, after the Congress, we created a portal from which all the local offices of Novartis throughout  the world could download applications with instructions and source files for customizing , translate and re-use in local markets.