People often mistake permanence as the hallmark of good design, dismissing short-term projects as superficial. They assume that anything hastily assembled will suffice and overlook the thought and effort behind even temporary designs.However, reality often defies expectations. We spent six months preparing with United Imaging Healthcare for a mere four-day exhibition.We set out to spotlight the idea of lasting impact and power in a temporary exhibit, determined to declare United Imaging’s mission of “bringing equal healthcare to all”. Our challenge: how do we convincingly portray the product as the future of medical care?
CHAP.1 A Search
United Imaging Healthcare is dedicated to bringing equal healthcare to all. They provide a full range of high-performance medical imaging diagnostic and treatment equipment to customers worldwide and strive to improve the accessibility of advanced medical services. As a global leader in medical imaging equipment, United Imaging’s exhibit has become a staple at the annual China International Medical Equipment Fair (CMEF), bustling with visitors every year.
E Studio designed United Imaging’s 2024 CMEF exhibit.
This is United Imaging’s first collective exhibit, with product lines from multiple subsidiaries showcased in a combined booth. It is also the debut of United Imaging’s consumer products, marking their entry into the consumer healthcare market.
The challenge lies in orchestrating a symphony of diverse product lines while ensuring a seamless visitor experience. Our secret to success? Masterful communication and collaboration, enabling us to juggle multiple demands and craft a design that both dazzles and delivers.
We transformed nearly 1,800 m^2 of space into an immersive showcase, featuring four zones with distinct purposes: a diagnostic equipment hub targeting businesses, a wellness zone targeting consumers, an adaptive operating room, and an AI exhibit. In addition, the product launch podium is designed to accommodate an audience of hundreds to ensure an engaging on-site experience.
CHAP.2 A Connection
The exhibition unfolds with an open design, forgoing the rigidity of traditional displays. The products take center stage and actively invite visitors to explore.
Our vision is to create an experience that transports guests from the mundane to the extraordinary, where AI sparks a world of endless possibilities and technological innovation stretches the bounds of imagination.
The interwoven curves of the layout invite and guide visitors to explore independently, transforming the space into a visually engaging environment. Instead of capturing everything with a single glance, our design fosters the excitement of discovering new products, cutting-edge technology, and futuristic innovations.
The curves weave seamlessly through the space, creating an inclusive atmosphere. They hold a wealth of product information while preserving a sense of openness and connectivity across the zones.
The staircase sits at the heart of the exhibition, following the main curve and drawing inspiration from the surrounding contours, effortlessly blending into the environment.
CHAP.3 A Way of Thinking
A product encapsulates the vision and expectations of its creators. To tell the story of its creation, we aim to transcend “presentation” and embrace “curation”. By transforming “display” into “exhibition”, we fuse products with the space. As visitors navigate the curves, they are encouraged to engage closely with our uOrigin hearing aids, immersing themselves in United Imaging’s “people first” philosophy.
On the left side of the venue, visitors are greeted with headset devices typically found in art exhibits. As they journey deeper, United Imaging’s innovative hearing solutions begin to unfold. To the right, an enormous LED screen captivates with stunning visuals to complement the auditory experience. Finally, they arrive at the convergence of emotion and intellect – a demonstration area for Sounds and Products.
Imagination is often our tool for empathy, yet conventional lectures that lend a look into the lives of the hearing impaired rarely offer a genuine understanding of the challenges. By adopting a curatorial approach to product displays, we reveal the emotional depth and ambiance behind each product. This strategy seeks to revitalize traditional exhibitions and ignite an unequivocal desire in our audience to understand.
CHAP.4 A Future
AI is a well-known concept in today’s world, but capturing this “technology of the future” in an exhibition takes more than just displaying medical equipment or describing advanced tech. Our immersive curatorial approach to AI’s application in the medical field allows the audience to approach and fully grasp the essence of United Imaging’s uAI Nexus.
Our design for the area showcasing suspendible equipment emphasizes immersion. Black and white structural elements fade into the background to direct attention to the equipment. To ensure safety, the entire exhibition is pre-built in a factory and is only transported to the exhibition site post-inspection.
Moving beyond colors, we incorporate materials that interact with light to highlight the futuristic vibe of the technology. The exhibit features LED multimedia screens that meshes with glossy black flooring, creating a deeply immersive space with striking depth.
*Timed* isn’t antonymous with *timeless*,
Lasting designs endure in memory, not just in time.
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E Studio’s four-day exhibit reveals their dedication,
Unwavering and thoughtful in every line.
