A mix of modern and traditional aesthetics created a destination for Celgene to improve knowledge of newer immunotherapy options at the World Conference on Lung Cancer.

“The exhibit offered serenity in the midst of a busy exhibition floor.”

Purpose

At the World Conference on Lung Cancer, Celgene promoted its drug ABRAXANE®, a first-line treatment for non-small-cell lung cancer, in a marketing partnership with TAIHO Pharma in Japan.

Celgene Corporation is a global biopharmaceutical company that focuses on the discovery, development, and commercialization of therapies designed to treat cancer and immune-inflammatory-related diseases. The goal was to improve knowledge of newer immunotherapy options for patients with stage III non-small cell lung cancer, select the most appropriate treatment, and identify adverse events.

Solution

The challenge was to create a destination, an exhibit that attendees would feel comfortable visiting often over the three-day event. The booth became a recognizable destination, as in “meet me at the Celgene exhibit.”  Many attendees—specialists in lung cancer and thoracic oncology, medical science liaisons, and others—managed very busy schedules, which didn’t leave them much time for sightseeing or visiting famous places like Kyoto. The Celgene exhibit brought traditional Japanese architecture to the expo floor. No expense was spared; for example, we hired professional Japanese gardeners and gave them free rein to design the spaces that spoke “traditional Japan.”  The attendees loved it, and the exhibit, with its mix of modern and traditional aesthetics and materials, was the talk of the show.

Idea International fabricated a stylized tea house structure as a nod to the host city of Yokohama, the conference venue Pacifico Yokohama, and the marketing partnership with TAIHO Pharma in Japan. The exhibit offered serenity in the midst of a busy exhibition floor. Using wood and plants to create informal meeting spaces, plasma screens on each of the four sides of the overhead canopy marked the space for Celgene.

The booth features a large digital screen displaying the Celgene logo and branding. Its design incorporates traditional Japanese elements, such as a stone lantern and hanging paper lanterns, giving it a modern yet cultural aesthetic. The seating area with chairs and a counter allows attendees to interact with representatives or learn more about ABRAXANE^®.

Since ABRAXANE^® is used to treat advanced non–small cell lung cancer in people who cannot be treated with surgery or radiation, at the WCLC, Celgene introduced a much-needed therapy for that patient population.