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Merz Aesthetics pioneer solutions to help people look better, feel better and live better. For example, people with severe muscle problems due to a stroke or other conditions might be treated with Botulinum Neurotoxin to ease their pain and make day to day life easier..

The Merz Aesthetics Expert Summit is traditionally an exclusive live experience. For the first time, Merz needed to recreate this experience virtually for a demanding audience of industry experts. The challenge lay in understanding detailed product information and advanced techniques and communicating them in a premium way that kept experts hooked and motivated to interact virtually.

A premium hybrid event focused on aesthetics needed to look beautiful, feel beautiful and sound beautiful. Our creative concept, Let innovation bloom, provided a platform to achieve just that. We created a stunning visual identity with a rich, high-end floral design that flowed from the live studio environment to the virtual platform and every touchpoint in between.

The visuals were complimented with sound through a collaboration with renowned composer Dom Jones. The original score was crafted as an example of precision and emotion, which ‘Let Innovation Bloom’ is all about. The composition was then performed live by a celloist as the opening moment of the event. From collaborating with the composer and performer, we were able to produce a moment that immediately made our audience’s ears prick up. The idea was to inspire aestheticians with a display of technical skill and expressive talent – which are also cornerstones of their own profession.

With a striking live studio in place, we needed our virtual destination to match. Merz chose to use our in-house virtual event platform, heddle. This enabled Merz to create a fully customised end-to-end virtual experience that equalled the live experience and was personalised to every expert.

A dedicated team of event producers, content designers, attendee experience designers, technicians and health, safety and risk experts worked with the Merz team to deliver a seamless virtual attendee experience that involved networking, panel sessions, on-demand content, surveys and an awards ceremony.

Participants joined from 62 countries, as four live streams and nine simultaneous translations were being broadcast. Delegates rated the experience 5.2 out of 6.