Client: Olympus | Event: Australian Gastroenterology Week 2024 | Location: ACC Adelaide Industry: Medical
A Showcase of Innovation Through Design
Bringing together leaders in gastroenterology to explore the latest advancements in clinical practice, research, and technology, the Gastroenterological Society of Australia (GESA) hosted the Australian Gastroenterology Week (AGW) 2024 from 14-16 September at the Adelaide Convention & Exhibition Centre.
As one of the platinum sponsors at the event, Olympus sought to showcase its pioneering medical technologies, particularly its endoscopic ultrasound systems (EUS) and gastrointestinal (GI) equipment.
Olympus’ participation was elevated through Expo Centric’s carefully curated booth design that seamlessly aligned with the company’s strategic objectives. The 12x6m booth was designed not only to maximise product visibility but also to foster interaction, providing visitors with an immersive, hands-on experience.
Combined with prominent branding, the booth’s open layout ensured that Olympus’ technology stood out amidst the busy exhibition hall.
The thoughtful balance between aesthetic appeal and practical usability helped Olympus achieve their goal of impactful participation at AGW 2024.
Challenges
Olympus approached the event with several specific objectives for their booth at AGW 2024. These challenges were informed by their prior experiences at similar events and the company’s strategic focus on delivering high-impact, interactive demonstrations of its products.
Maximise Exposure and Visibility:
Olympus wanted their booth to attract significant attention, making it a focal point for attendees. The primary goal was to showcase their advanced equipment, particularly the EUS and GI product lines, ensuring that these items were the booth’s central features.
Brand Reinforcement:
Olympus sought to ensure that their brand was integrated seamlessly throughout the design of the booth. Branding needed to be prominent but not overpowering, maintaining the focus on the equipment and technologies on display.
Create an Open and Welcoming Space:
A key challenge identified from previous years was the need to avoid a closed-off stand design. This year, Olympus needed a design that would encourage free movement and open interaction.
Sustainability and Asset Reuse:
With sustainability as an emerging focus, Olympus aimed to reuse key physical assets from previous booths while still creating a fresh and modern experience. This would help manage costs and minimise waste without compromising on design quality.
Optimise the Layout for Traffic Flow and Utility:
The booth had to balance functional requirements, such as power and storage needs, with the aesthetic goal of creating a clutter-free, attractive space.
The Build
Expo Centric designed the Olympus stand for AGW 2024 carefully to meet its goals and respond to the identified challenges. By integrating interactive features, optimising the layout, and utilising existing assets, the booth delivered both functionality and visual impact.
The EUS station, featuring the Aplio i800 machine, was positioned as the main highlight of the booth. Positioned in a central, easily accessible area, it became the stand’s focal point and a hub for high-traffic engagement.
Interactive Equipment Stations:
The booth incorporated multiple stations for Olympus’ key GI technologies, including:
Upper GI and Lower GI:
These stations were positioned to allow seamless demonstration and interaction. Each required its own power source, with cables hidden to create a clean, professional presentation.
EndoTheraphy Plinths:
Two plinths, used for demonstrating Olympus’ therapeutic GI devices, were placed near the main walkthrough area. The design also included acrylic device holders to ensure that the GI models were securely mounted on tabletops.
GI Model Stations:
Serving as a training hub which provided attendees an opportunity to have hands-on interaction with the endoscopes via a simulation program which were powered by their laptops and broadcasted on the TV screens, the GI Model Stations became an effective strategy to introduce the products to the exhibition participants.
To draw attention to the booth from across the exhibition hall, the design incorporated a 4x4m square rigging system with a hanging Olympus banner. This ensured that the company’s branding was visible from a distance. The booth also featured a modern timber slat design, running over the top and down the sides of the booth, adding a neutral yet professional touch. The slats were not only visually appealing but also functioned as structural elements supporting the layout.
Based on the feedback from previous years, the design shifted away from formal, enclosed seating areas. Instead, the booth featured movable bar stools and tables, which allowed Olympus staff to adapt the layout according to traffic flow. This setup created a welcoming, flexible space where attendees could gather informally to discuss the technology or engage in product demonstrations.
In addition, high-definition monitors were strategically placed throughout the booth, including at the GI model stations, to play branded videos and on-demand content. This multimedia integration allowed Olympus to provide detailed product information in an engaging, visually rich format, enhancing the overall experience for booth visitors.
The storage area, which in previous years had been overly large and blocked foot traffic, was scaled down. The design team minimised its height, turning the top into a counter for additional display items such as monitors or brochures. This not only saved space but also allowed for a more open, visitor-friendly design. Additionally, key physical assets from previous booths, such as the two EndoTherapy plinths and the square rigging banner, were reused to maintain continuity with Olympus’ branding while keeping sustainability in focus.
In a move to enhance visitor engagement, a unique beverage station offering fresh coconuts and protein balls was added to the booth. This provided a refreshing alternative to coffee and helped attract attendees who were circulating throughout the expo floor. The informal setup around the beverage area facilitated spontaneous discussions between Olympus staff and visitors.
Results
The Olympus’ booth at AGW 2024 achieved outstanding results across multiple fronts, successfully meeting all the brand’s objectives and exceeding expectations in several areas. By prioritising functional design elements and visitor engagement, the booth became a central hub for professionals looking to explore innovations in gastroenterology, reinforcing Olympus’ role as a leader in medical technology.
By listening closely to Olympus’ objectives, Expo Centric was able to design a booth that struck a perfect balance between functionality, aesthetics, and visitor experience. Known for its expertise in experiential marketing, Expo Centric was instrumental in creating a booth that not only embodied the Olympus brand but also facilitated meaningful interactions.