UCB Convention

UCB Convention 2024: An Immersive Setting for the Future of Dermatology

On 5-6 September 2024, the majestic OGR in Turin hosted the UCB Convention, transforming itself into a state-of-the-art stage thanks to our design and staging work. For this important occasion aimed at dermatologists and specialists in the field, we created an environment that not only communicated the innovation of the drug Bimzelx for the treatment of psoriasis, but also made it physically experienceable through unprecedented technical and scenographic solutions.

The industrial soul of the Officine Grandi Riparazioni, with its history of transformation, became the perfect metaphor to narrate the therapeutic evolution. At the centre of the space, an imposing 30 square metre LED wall created a dynamic stage, where images and scientific content took shape with extraordinary visual impact. The skilful modulation of the lights on large tulle walls made it possible to alternate moments of recollection in delimited spaces with spectacular openings towards other areas of the event, creating an enthralling emotional rhythm.

The most iconic element was undoubtedly the installation inspired by railway travel: a digital train whose “windows” were screens telling the story of UCB and the path towards the future of dermatology. This concept was further developed on the second day with the setting up of 12 workshop rooms, each identified by totems recalling railway stations, where participants were able to delve into scientific aspects in a technological but cosy environment.

The gala evening at the Reggia di Venaria was the culmination of this journey, with a set-up that for over 140 linear metres combined elegance and technology. Specially designed lighting, architectural projections and design solutions created a unique atmosphere, the perfect setting to celebrate the achievements.

Every detail was designed to amplify UCB’s scientific messages.

The success of the event demonstrates how a technologically advanced and conceptually sound set-up can turn a convention into an unforgettable experience. We didn’t simply organise a space, but created a true visual language that brought science to life in three dimensions, leaving participants with not just information, but emotions.