Engaging 2,400 sq. ft. space that elevates the Gilead HIV Franchise

The Background

At IDWeek, Gilead Sciences invites attendees into its engaging, interactive 2,400 sq. ft. space, where it debuts its HIV Franchise story, emphasizing its commitment to innovation and its position as a leader in driving meaningful change in HIV. Each of Gilead’s HIV brands are integrated into the exhibit, allowing Gilead to deliver a cohesive, inviting experience that unifies its HIV portfolio and generates increased synergy and impact.

The Experience

The Gilead Sciences IDWeek exhibit’s central feature is an overhead sculptural wood element that’s inspired by an abstracted DNA Strand/helix. This concept represents a combination of science, technology and art. Curved architectural elements inform the entire exhibit’s design, providing an approachable aesthetic. Lounge areas, floor inlays and curved wall elements combine to provide specific areas for Gilead’s three therapeutic brands to exist within its larger HIV brand.

Wood serves as an accent material throughout the space, making for a comfortable environment that’s in contrast to the typical clinical, sterile material pallets often utilized in the healthcare space. This consistent use of accent material allows the therapeutic spaces to feel cohesive yet unique at the same time.

For the exhibit’s activation, attendees have the opportunity to participate in the creation of a photo mosaic. Throughout the show, more than 800 attendees take photos that are added in real-time to the mosaic. One by one, the individual photos eventually build out to be one of the Gilead campaign images. With a printer onsite, each attendee receives a print version of their picture, branded with the Gilead “What We Live For” slogan (they also receive an email with the photo for social sharing).

In Summary

The Gilead IDWeek exhibit elevates and supports the Gilead HIV Franchise story while bringing attendees together in a unique, engaging way.

  • 2400 sq. ft; Three therapeutic areas in one unified space
  • Voluminous overhead elements for visual impact and depth
  • Large-scale vertical structures featuring humanizing photography and signage
  • Engaging interactive activations focused on therapeutic insights
  • Detail stations, LED screens, lounge seating, F&B

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