Project and implemented for Emme Esse M.S. at the Sirm (Italian Society of Medical and Interventional Radiology) 2024 congress at the Allianz MiCo – Milan Convention Centre.

The booth, entirely dedicated to an AI system, features a 4-meter-high transparent LED wall projecting 3D videos. The booth is completed by various lighting elements, such as the desk and logo, and a specially designed demo station with a high table, 32-inch screens , and computers for maximum comfort and usability.

The booth is designed to promote a medical AI system in a friendly, engaging, and experiential way. With its demo stations, linear and punctual lighting, and transparent 3D LED wall, makes visitors feel like they’re inside a system of artificial synapses.

Everything is in motion: the lines of the structures, the lights, the images, the multimedia systems. Everything moves in a neutral environment that leaves maximum space for connections between people within it, like the synapses within a brain.

The project features a painted wood structure, graphic printed fabric coverings, and is enhanced with multimedia systems and lighting. The neutral environment is designed to maximize space and freedom for both people and the multimedia systems.

Finally, it is enhanced with the brand’s identifying elements.

It is designed for B2B trade shows. Visitors are either salespeople who can resell this system or companies who can use it to improve their business.

A strong focus was placed on the “WOW” effect with shapes, lights, and static communication.

The real added value is the transparent LED wall, which shows how the AI ​​of the proposed system is used in full-scale.

This immediately gives visitors a sense of the power of this 3D tool combined with AI and allows them to test it directly with the demo stations inside the booth.

The novelty lies in projecting the product being sold in large format and in 3D (an already very innovative AI) so as to immerse the visitor in a total experience even just by looking from afar.

The stand is completely sustainable: all the structures and electrical systems are dismantled at the end of the event and reused for other projects.

The graphic fabrics are dismantled, cleaned, cut, and used to create other products.

Finally, the multimedia systems are reused at other events.