Neurocrine’s Ingrezza® is the first product to treat a neurological disorder called tardive dyskinesia (TD). TD is characterized by involuntary facial movements, so horizontal monitors throughout the exhibit display videos of patients with TD rather than static images. The one vertical monitor uses augmented reality (AR) to show how TD affects the patient, evoking empathy among neurologists. The red fabric bands transecting the commercial space are an M.C. Escher-ish abstraction of the product logo.