ATS Exhibit Design and Strategic Positioning

The concept for Boehringer Ingelheim’s exhibit at ATS was born from a single image Access received in January from Boehringer Ingelheim’s global office. The image featured a doctor on an unfinished bridge, gazing out over a cliff.

The image evoked “bridging the gap” between the existing treatment for Interstitial Lung Disease (ILD) and new drug innovation. The bridge isn’t finished, but it’s coming soon, and it will essentially bridge the gap.

Boehringer Ingelheim’s commercial drug, OFEV, has been the primary treatment for 10 years, with no new alternatives addressing unmet patient needs.

A disease state exhibit, this is a teaser platform to create excitement and awareness in the respiratory field about the first significant drug advancement in a decade. The exhibit design is metaphorical and non-branded, focusing on patient stories and unmet needs. The resulting structural environment represents the integration of work from several agencies—the corporate agency, the pre-marketing agency, and the agencies developing the “Beyond the Scars” campaign, which is focused on telling patient stories.

The Experience

The 100×100 ft booth features a life-sized bridge structure as the focal point, representing the “unfinished bridge” metaphor, with Boehringer Ingelheim’s new drug set to “bridge the gap.” There’s a rocky cliff at the base of the stairway that’s part of the campaign, and on the other side of the bridge, you see the opposing horizon representing the future. Attendees could step onto the 10-foot-high bridge to overlook the whole environment and experience the gap for themselves, while also taking a moment to photograph their experience on the stairway.

A fabric canopy of abstract shapes resembling the clouds of the campaign envelops the exhibit, allowing it to blend seamlessly with the surrounding ATS environment and creating a fully immersive experience that emphasizes the importance of the potential new product.

A fabric canopy of abstract shapes resembling the clouds of the campaign envelops the exhibit, allowing it to blend seamlessly with the surrounding ATS environment and creating a fully immersive experience that emphasizes the importance of the potential new product.

Patient storytelling is integrated through the “Beyond the Scars” campaign, focusing on real patient experiences and unmet medical needs. The campaign features 20-foot-tall banners (72” x 216”) with black and white patient portraits printed on transparent fabric, creating an imposing yet permeable entrance that guides attendees into the exhibit. These banners create a physical and emotional “confrontation” that encourages visitors to engage with the content.

The patient story zone is centralized within a 20-foot-diameter oval “cave” structure, designed as a private, immersive space with LED video walls displaying live patient testimonials. The opposing cliff structure, part of the campaign metaphor, doubles as the cave walls, maximizing use of physical space and reinforcing the narrative.

Designed With Attendees in Mind

Distinct zones within the booth include:

A medical information area provides space for attendees to explore the science.
A Patient Clinical Education corner shares space with existing OFEV branding due to its current market presence.
The patient support corner features patient testimonials and ancillary information.
Rounded frosted meeting rooms branch from these zones to facilitate private discussions.

The Integration of campaign elements and structural motifs supports the overall message. The cave’s canopy mimics the grassy cliff area from the bridge side, tying together the booth’s thematic elements while adhering to campaign design requirements.
Materials used include foam for cliff elements, wood, and fabricated aluminum/steel for bridge structures, ensuring durability with aesthetic fidelity.