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The Roche Diagnostics Middle East stand at the 2016 Arab Health exhibition was designed planned, and managed by OH37.

The Lab section of the stand was used for exhibiting the new cobas machines. These assets were marketed under the banner of creativity. We tried to capture the essence of connectivity so we created giant hanging LED screens that, at first, seemed to crisscross over the machines. The content on the screens displayed graphics that illustrated two key aspects: Microbiology and Advanced interconnectivity.
The hanging LED screens formed half of the hexagon whose shape merged with the control desks of the lab machines. We brought the technological aspect of the cobas machines to life, and maintained the integrity of the clinical Roche look and feel.
The second major section of the RDME Arab Health 2016 stand was a secret forest room. Tucked away behind a waterfall we constructed a real forest. Within the Forest Room, four interactive stations were created that formed the path that Roche’s guests walked through while listening to a narrator via headsets.
Each station portrayed a value that Roche wanted to convey to their guests. There are values at Roche which form the natural foundation of the company. Natural is authentic. Natural is true. Natural is harmonious. When customers walked through the forest being educated on Roche’s fundamental values, they experienced a surreal environment that cemented these values in their hearts and minds.
The Forest Room is enclosed with a wall-to-wall Waterfall that greeted visitors not only through a multicolored water display but with the Roche logo and messaging such as “Welcome to Arab Health” were created in the waterfall.
Arab Health visitors are keen on viewing everything healthcare industry manufacturers offer. The reagent wall supplemented the innovative machines on display by allowing Roche to display all their reagents in an easy to view manner. The reagents were built into one massive wall display connected by the Roche ‘subway map’.