IO Biotech: Breaking Out from the Crowd

As a first-time exhibitor at ASCO 2025, IO Biotech had a clear objective: to break out from the crowd and assert its identity as a bold innovator in cancer immunotherapy. And not simply to be noticed, but to be remembered. With dozens of companies competing for oncologists’ attention, IO Biotech needed a space that would not only attract attendees but also communicate IO Biotech’s mission and values in a compelling and memorable way.

IO Biotech partnered with Access TCA to create an arresting exhibit that would not only stand out on the crowded show floor but also embody the brand’s bold and disruptive approach to oncology. The concept of shattered glass was a perfect metaphor, symbolizing the breaking through of barriers, the disruption of norms, and the forging of new paths in the field of oncology. Translating this into a physical space required a design that was both visually dramatic and thematically cohesive, one that immediately told a story.

The shattered glass concept became the core design feature and was carried throughout the design.

These elements helped highlight and enhance the centerpiece of the exhibit: the overhead sign. A three-sided tensile fabric banner with shards of translucent plexi panels—designed to mimic shattered glass—was suspended in midair, creating a dynamic cascade of “broken” elements that appeared to float above the booth, drawing the eye and reinforcing the theme of disruption.

This overhead sign served as a beacon, arousing attendees’ curiosity and signaling IO Biotech’s presence, conveying its bold approach to oncology. The interplay of light and shadow on the suspended shards added depth and movement, making the booth feel dynamic and energetic. It immediately differentiated IO Biotech from its competitors, attracting attendees to a space that felt immersive, intentional, and emblematic of a company committed to challenging norms and forging new pathways in oncology.