Alcon

ESCRS 2019

Immersive, experiential technology with LED Tunnel, Live event exhibition design by MCCGLC for Alcon

What better way to showcase a suite of ophthalmology products than with a high impact installation that highlights the power of sight?

Challenge

Challenge

Our challenge in 2019 was to design a visually exciting booth that would increase our client’s presence at ESCRS and reinforce its position as market leader in cataract surgery. We were tasked with finding ways to bring their new tagline, ‘See brilliantly’, to life.

With an impressive array of surgical brands all fighting for share of voice – from tiny instruments to large machinery – the main hurdle our design had to overcome was space, or lack of it. This meant that every inch of the booth had to be utilised to its full potential, as well as being easy to navigate for delegates.

Alcon Exhibition Stand with creative strategy by MCCGLC

Our challenge in 2019 was to design a visually exciting booth that would increase our client’s presence at ESCRS and reinforce its position as market leader in cataract surgery. We were tasked with finding ways to bring their new tagline, ‘See brilliantly’, to life.

With an impressive array of surgical brands all fighting for share of voice – from tiny instruments to large machinery – the main hurdle our design had to overcome was space, or lack of it. This meant that every inch of the booth had to be utilised to its full potential, as well as being easy to navigate for delegates.

Approach

Approach

Our treatment of the graphics and new campaign really went beyond the brief. We helped delegates to see exactly what ‘seeing brilliantly’ would feel like for their patients by emphasising the quality and emotive power of the imagery we used on the booth.

Displayed on crystal clear, LED screens, we emphasised the importance of good vision in a visceral, human way.

Our architectural approach was simple. By dividing the booth into three distinct areas, we kept the layout clear and easy to navigate. The cataract area was on the main approach, and a corridor-like layout helped to direct the flow of delegate traffic.

Alcon live event with creative design and stage design by MCCGLC.

Our treatment of the graphics and new campaign really went beyond the brief. We helped delegates to see exactly what ‘seeing brilliantly’ would feel like for their patients by emphasising the quality and emotive power of the imagery we used on the booth.

Displayed on crystal clear, LED screens, we emphasised the importance of good vision in a visceral, human way.

Our architectural approach was simple. By dividing the booth into three distinct areas, we kept the layout clear and easy to navigate. The cataract area was on the main approach, and a corridor-like layout helped to direct the flow of delegate traffic.

Solution

Solution

The Visualisation Tunnel was the main attractor, and drew delegates into the space. LED panels on three internal sides helped to immerse delegates in the bespoke video content that showed stunning scenery in all its 360º glory – it was one of the most photographed installations at the whole congress.

The cataract area was promoting new and improved surgical equipment – surgeons are very hands on, and need to be able to tangibly feel and understand the new tools and their benefits. Rather than simply using display cases, we invented an AR game that emphasised the key product benefits in a memorable way.

Alcon digital animation with events technology by MCCGLC

The Visualisation Tunnel was the main attractor, and drew delegates into the space. LED panels on three internal sides helped to immerse delegates in the bespoke video content that showed stunning scenery in all its 360º glory – it was one of the most photographed installations at the whole congress.

The cataract area was promoting new and improved surgical equipment – surgeons are very hands on, and need to be able to tangibly feel and understand the new tools and their benefits. Rather than simply using display cases, we invented an AR game that emphasised the key product benefits in a memorable way.

Impact

Impact
196

delegates played
the AR game

Major selfie
attraction

Alcon digital interaction with events technology by MCCGLC
196

delegates played
the AR game

9500+

booth visitors

330

leads collected at
the stand

9500+

booth visitors

330

leads collected at
the stand

Major selfie
attraction

Alcon trade show with live events strategy by MCCGLC
Alcon trade show with live events strategy by MCCGLC

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