Boehringer Ingelheim Sounds the Alarm

Boehringer Ingelheim’s 100-year history of finding therapies for respiratory conditions like Interstitial Lung Disease (ILD) and PF Pulmonary Fibrosis (PF) continues to propel research for treating respiratory conditions.

This 20 x 20 disease state exhibit, “Sound the Alarm,” is a new version of an existing booth. This version takes advantage of not only Boehringer Ingelheim’s new corporate brand guidelines but also the sustainable practices that have been characterizing the company’s presence at congresses for almost a year: a new shade of green, hand-oiled woods, and sustainably constructed cabinets, counters, and hanging sign. Read more about these sustainable practices.

The Experience

Our designers took the existing exhibit, looked at the artwork and the original campaign from the agency, and decided that the exhibit needed to be built out and brought to life. The “alarm” appears in the shape of painted foam lungs. (Other elements, like the “rust,” are also painted.)

The brick back wall is a giant double-layer stick-built wall, which is internally lit because the ‘wall’ is layered over Plexiglas®. Each brick is illuminated and individually applied with Velcro®. The lettering is 3D-cut painted letters.

When people are diagnosed with ILD or PF, dry respiratory “crackles” sound the alarm. When an HCP presses the button between the lungs, speakers in the wall emit actual recordings of the crackling sound that is part of the diagnosis.