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Zimmer Biomet, a global medical device technology leader and customer-centric solutions organization partnered with Hamilton for the American Academy of Orthopaedic Surgeons Annual Meeting (AAOS) in March 7-11, 2023. Zimmer Biomet asked Hamilton to create a space that transported attendees to an operating room of the future and positioned them as the boldest med-tech company in the world. Zimmer Biomet aimed to showcase their full portfolio of surgical operating room products and solutions through peer-led demonstrations for surgeons. Zimmer Biomet wanted to promote awareness and an understanding of how their latest innovative products solve problems today and for the future.
Hamilton’s design stood out from traditional pharmaceutical exhibits, creating a unique and compelling space. The 90’ x 150’ exhibit showcased the Zimmer Biomet brand, taking their logo, messaging, and signature blue palette to the next level. The open floor plan provided space for Zimmer Biomet to display their cutting-edge technology and unveil their latest enhancements in ZBEdge Dynamic Intelligence.
At the front of the exhibit, a large, illuminated Zimmer Biomet logo greeted attendees. Product areas were featured throughout the space, each with overhead LED signage displaying cohesive product-specific content synchronized with the LED walls above the operating room. The consistent signage and clear messaging helped attendees easily navigate the space. The attending surgeons were also encouraged to participate in hands-on demos of Zimmer Biomet’s latest technology inside the three private labs featured in the space. Hamilton provided a minimalistic, clean, and sophisticated design to complement Zimmer Biomet’s high-tech products.
Zimmer Biomet’s Intelligent Operating Room abandoned the conventional bright white components usually featured in this show and the stark, white rooms seen in hospitals. The space was dark and moody, with some of Zimmer Biomet’s blue accents. Hamilton’s inspiration for the Intelligent Operating Room was to create a space that completely contrasted with your traditional operating room. Located at the exhibit’s center, the Intelligent Operating Room was an all-glass room utilized by Zimmer Biomet’s team to provide demonstrations of their innovative technology. The Intelligent Operating Room was essentially a product zone for Zimmer Biomet’s Omni Suite, which was supported by the Omni Suite Arch, immersing attendees in their key product offering. Hamilton designed and engineered the Omni Suite Arch out of aluminum and steel to support the technology and accommodate its functional needs. The Intelligent Operating Room was meant to be a destination that pulled attendees in to discover Zimmer Biomet’s innovative technology. This space provided Zimmer Biomet representative to demonstrate the Omni Suite’s offerings and share how this technology will improve the many problems surgeons currently face when in the operating room. Hamilton was named the Gold 2023 Event Marketer Experience Design & Technology Award recipient in the Best Demo Zone category for their work on Zimmer Biomet’s Intelligent Operating Room.
Zimmer Biomet’s bright blue lights and digital signage electrified the show hall, captivating AAOS’s over 20,000 attendees. As one attendee noted, “It looks like Hollywood!". The visually stunning exhibit supported Zimmer Biomet in generating brand awareness and igniting brand preference among their audience. Zimmer Biomet’s Intelligent Operating Room helped attendees discover how collecting and analyzing the right data can drive OR efficiency.
Nomination Title: The Future of Med-Tech – Zimmer Biomet at AAOS
