American Academy of Orthopaedic Surgeons (AAOS)

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Zimmer Biomet, a global medical device technology leader and customer-centric solutions organization partnered with Hamilton for the American Academy of Orthopaedic Surgeons Annual Meeting (AAOS) 2023. This year Zimmer Biomet asked Hamilton to create a space that transported attendees to an operating room of the future, positioning them as the boldest med-tech company in the world. Zimmer Biomet wanted to promote awareness and an understanding of their latest innovative products that solve real-world problems today and for the future.


The design showcased the Zimmer Biomet brand taking their logo, messaging, and signature blue palette to the next level. The open floor plan provided space for Zimmer Biomet to display their cutting-edge technology and unveil their latest enhancements in ZBEdge Dynamic Intelligence. At the front of the exhibit, a large, illuminated Zimmer Biomet logo greeted attendees. Product areas were featured throughout the space, each with overhead LED signage displaying cohesive product-specific content synchronized with the LED walls above the operating room. The consistent signage and clear messaging helped attendees easily navigate through the space. The operating room of the future was an all-glass room located at the center of the exhibit for Zimmer Biomet team members to provide demonstrations of their innovative technology. The attending surgeons were also encouraged to participate in hands-on demos of Zimmer Biomet’s latest technology inside the three private labs featured in the space.


Zimmer Biomet’s bright blue lights and digital signage electrified the show hall, captivating AAOS’s over 20,000 attendees. As one attendee noted, “It looks like Hollywood!". The unique and visually stunning exhibit supported Zimmer Biomet in generating brand awareness and igniting brand preference among their audience.

“The Hamilton Team always does an incredible job with the Zimmer Biomet booth at the American Academy of Orthopaedic Surgeons Annual Meeting. It is amongst the largest and most impressive sites at the meeting, with great design and space to showcase joint arthroplasty equipment, robotics, and orthopaedic trauma and sports medicine implants. As a practicing orthopaedic surgeon, it is a pleasure to see the portfolio of implants and devices in such a well-laid-out and thoughtful manner in an impressive state-of-the-art booth. As one of the largest orthopaedic implant companies, the Zimmer Biomet booth is expansive and inviting to practicing orthopaedic surgeons to learn and explore new technologies and options for patient care.“
– Orthopaedic surgeon from Chicago, IL

Gold Stevie Award Winner

Hamilton was named the winner of a Gold Stevie® Award in the Event Awards category for Exhibition Experience in The 22nd Annual American Business Awards® for their work on The Future of Med-Tech – Zimmer Biomet at AAOS.

Gold Event Marketer Experience Design & Technology Award Winner

Hamilton was named the Gold 2023 Event Marketer Experience Design & Technology Award recipient in the Best Demo Zone category for their work on Zimmer Biomet’s Intelligent Operating Room.

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