ZIMMER BIOMET American Academy of Orthopaedic Surgeons (AAOS)

Challenge

Promote the combined personality of the merger between two giants in the industry while showing time and cost savings. Develop a floorplan that reduces the overall footprint from 170’ x 140’ to 110’ x 110’ without eliminating any product segments. Continue the effort to merge the personalities of Zimmer’s “Tech Innovation” with Biomet’s focus on the relationships between surgeon and patient.

Approach

The design streamlined the attendee experience by strategically grouping product segments, making the booth easier to navigate. High tech and innovation met warm and welcoming by creating lighting elements from cool to warm and introducing natural materials. Unique textures like wood and simulated aircraft paneling were merged with video walls and technology to deliver a cohesive brand experience.

Results

The new look and feel generated a tremendous increase in traffic in the space and an increase in the amount of time each visitor spent in the space interacting with staff.