Heidelberg Engineering asked Mauk Design to capture the attention of neurologists from all over the show floor by gathering inspiration from the primary subject of their corporate research, the human eye. To contrast with the majority of white healthcare exhibits, black is used as a background for the bright color projections.
Heidelberg Engineering is a company based in Germany that makes optical products to track the development of Multiple Sclerosis. The exhibit includes eight floating lenses made of inflated vinyl. Six projectors focus on the lenses to create moving images that reveal disease progression on the back of the retina. Glowing frosted plexiglass fences guard the product displays while grounding the rest of the booth. The lenses are constructed with an extruded aluminum frame which holds three disparate layers of materials; vinyl, rear projection material, and another layer of vinyl.
The exhibit effectively communicated the core messaging in a unique and visually impactful way, which helped to nearly double the prior year’s number of leads.