@ Stockholmsmässan, Stockholm
June 14-17, 2018
The annual congress writes a new story every year, one that is changing the field of hematology. With more than 12,000 delegates a year, the congress is the leading meeting place for hematologists in all fields of this speciality in Europe and beyond.
Stockholmsmassan has a beautiful large square in the entrance area with daylight, marble flooring and access to the main areas of the venue. EHA asked us to build their associate booth on this important square. With a lot of traffic from delegates walking between the session rooms, registration area and the expo we wanted the EHA booth to be the landmark right in the middle. Our challenge was to think of such a design for the booth which would draw the attention from all its sides, taking into account the traffic flows coming from seven different sides.
A traditional booth would feel unnatural, blocking sightlines and traffic. Therefore, we started by drawing the traffic flow on a floorplan. We discovered that the way the traffic comes from all the different angles to the central point could be seen as the points of a star. In the middle of this imaginary star, we placed a huge tree as the landmark. The tree branches pointed in the direction of the walkways. Between each tree branch, we created a small island for the different EHA services (EHA friends, EBAH, EHA general, YoungEHA and Hemasphere).
By using the constructional values of the venue and the corporate identity we enhanced the total experience for EHA and their delegates.
The result was an unconventional booth being the star of the 23rd EHA Congress!
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