Creating Better Ways to Interact Wtih Surgeons at Shows
Zimmer
In the design for the Zimmer exhibit at AAOS, McMillan Group organized the products with a way finding graphic system. This was visible from all angles and integrated into the horizontal slabs as a display mechanism.
McMillan Group incorporated a large 22’ high x 48’ wide LED screen with secondary side wrapping returns at 20’ wide screens to feature constantly changing visuals that created a dynamic energy.
In the past, Zimmer had used large murals depicting a few of their products
with the balance stored in cabinets to show as needed. Our solution instead was
to display as much of the product as possible, hence the slats were used as display shelves with internal feature lighting.
To draw attention to the show's most important element, the new Persona
knee system, McMillan Group created an iconic over-scaled wire frame knee sculpture with the implant product shown at the entrance to an invitation only
presentation area.
This exclusive customer lounge area featured interactive table top presentations to address technical demos customized for specific customers.
McMillan Group designed this interactive zone for exclusive one on one customer support with a tool kit display for different reconstructive surgery methods. We used an open texture bar on wall to represent one of Zimmer's revolutionary new implant product materials.
Zimmer designs and manufactures orthopaedic reconstructive implants. McMillan Group designed the exhibit to become a visual interpretation of organic abstract forms relating to their bone implant products. There were four main areas of focus: Large presentation theatre, product hands on demos, two story meeting room structure and the new customized knee system called Persona. McMillan Group also created demo areas with slave monitors connected to individual ipad demos for expanded coverage of technical interaction with surgeons.
“McMillan Group -- Thanks for your extraordinary support for AAOS. Despite the rocky road to get there, the final product was amazing. We could not have done it without you.”
Charlie Young, Director of Marketing, Zimmer
