THE CHALLENGE

The National Congress of the Italian Society of Neurology represents the most important opportunity for Teva—and all companies operating in the therapeutic area—to engage with neurologists.

Teva seeks to communicate its presence by creating a distinctive, memorable, and engaging hospitality suite. The challenge is to pique physicians’ curiosity, drive traffic to the area, and create opportunities for interaction and exchange with them.

THE EXPERIENCE
In the historic space of the Palazzo del Casinò in Venice, a 300-square-meter hall was transformed into a true secret garden where hundreds of plants integrated seamlessly with technological and interactive elements.

This thematic journey conveyed scientific content dynamically and directly: an interactive pond-like floor, a tree trunk with a touch screen where each ring of the trunk cross-section illustrated an aspect of the product, real bicycles connected to a virtual track, a creative space for drawing with the Tilt Brush, and numerous relaxation areas to enjoy the scents and sounds of nature.