Challenge
Caris Life Sciences, a leader in precision medicine for oncology, partnered with Hamilton to create a dynamic exhibit for the 2025 ASCO Annual Meeting, the world’s largest cancer-focused conference. Caris aimed to showcase their innovative tumor testing methods and leadership in molecular profiling and AI-driven technologies. The experience needed to communicate complex scientific advancements while engaging scientists and physicians, highlighting Caris as a trailblazer in precision medicine.
Approach
Hamilton and Caris collaborated to create an immersive 50x60 exhibit that captivated attendees from every corner of the space. The design harnessed cutting-edge visuals and interactive technologies to draw visitors in and convey Caris’s innovative story from the moment they enter the space.
At the entrance, two striking LED displays stole the show: a sphere simulating the molecular blueprint of DNA, RNA, and proteins, and a larger-than-life LED test tube representing blood samples for tumor testing. Both included touchscreens for deeper exploration of Caris’s tumor profiling science. These captivating elements served as visual metaphors for Caris’s commitment to combining science and technology.
The exhibit was designed to foster collaboration between Caris’s sales representatives, scientists, and physicians. Two VIP pods provided semi-private meeting spaces for informal discussions, while three private meeting rooms hosted fully booked, pre-scheduled conferences. Testimonials and patient stories were featured on LED walls, creating an emotional connection and reinforcing the patient-centric mission. Custom lattes featuring the Caris logo were offered throughout the show. A series of hexagon-shaped canopies, representing molecules, hung above the space, creating an intimate and cohesive atmosphere. A large, branded hanging sign marked the perimeter, ensuring Caris’s presence was unmistakable among the bustling activity of ASCO.
Results
Caris made a strong impact at ASCO with an engaging exhibit showcasing their precision medicine mission, attracting 1,708 unique visitors. Eye-catching features, such as the LED sphere and test tube, drew attendees in, sparking curiosity about Caris’s tumor testing and molecular intelligence solutions. The exhibit’s thoughtful design encouraged meaningful interactions with scientists and physicians, contributing to a conversion rate of 49.9%—11% higher than the benchmark at similar shows. Attendees spent an average dwell time of 11 minutes and 47 seconds, with a repeat rate of 1.32, impressive for an exhibit focused mainly on meetings. Bold visuals emphasized Caris’s role as a leader in molecular science and AI, while their collaboration with Hamilton solidified their position as pioneers in oncology, setting a new standard for engagement and innovation.
