As the demand for robotic surgery grew, and by extension, the da Vinci Surgical System, Intuitive expanded around the globe.

Purpose:

Surgical robotics was little more than a medical curiosity until 1999, the year California medical device innovator Intuitive Surgical introduced the da Vinci® Surgical System. Approved by the FDA in 2000, today Intuitive’s da Vinci Surgical System is the global leader in robotic-assisted minimally invasive surgery.

The term “robotic” can be misleading. Robots don’t perform surgery; surgeons do, using instruments that they control from a console. The da Vinci system translates the surgeon’s hand movements at the console in real-time, bending and rotating the instruments while performing the procedure. The tiny wristed instruments move like a human hand, but with a greater range of motion. The da Vinci vision system also delivers highly magnified, 3D high-definition views of the surgical area. In addition, the instrument size makes it possible for surgeons to operate through one or a few small incisions.

As the demand for robotic surgery, and by extension, the da Vinci Surgical System, grew and ex-US medical bodies approved the device and the technique, Intuitive/da Vinci expanded around the globe with offices in places as far-flung as Shanghai. China; Pessac. France; Freiburg im Breisgau. Germany; Bengaluru. India; Tokyo. Japan; Seoul. Korea; and Oxford in the UK.

Solution:

Idea International was charged with updating the Tokyo office to showcase the increased surgical applications for the da Vinci Surgical System and reflect the company’s leadership position, its success in the market, and the company’s innovative culture. Double-sided light boxes are used as cases to display product and the process, while patient photos line the hallways, celebrating the company’s dominance in the market.