Custom Trade show exhibit

Executive Summary

At the American Thoracic Society (ATS) Conference, one of the largest and most influential gatherings in pulmonary medicine, 4D Medical set out to make a lasting impression. With more than 10,000 attendees and over 3,000 industry professionals on-site, the opportunity—and the competition—was enormous.

4D Medical wasn’t just introducing new technology; they were introducing themselves to a critical audience in the U.S. healthcare market. Their breakthrough lung imaging solutions had already changed lives, and now it was time to share those stories on a global stage.

To make this happen, they partnered with us to create a trade show booth that balanced bold design, immersive technology, and powerful human storytelling. The result was a show-stopping space that captivated attendees, sparked meaningful conversations, and won the ATS “Best in Show” award.

Business Challenge

For 4D Medical, the ATS Conference wasn’t just another trade show—it was a defining brand moment. As a company making its mark in the U.S. market, they needed to do more than display equipment; they needed to build trust, communicate clinical value, and leave people inspired.

The challenge was multi-layered. In a crowded expo hall filled with cutting-edge medical innovations, how could they create a custom trade show exhibit that stood out? Even more importantly, how could they take a highly technical product—advanced pulmonary imaging—and turn it into a human story that resonated with healthcare providers, hospital administrators, and decision-makers?

Their goals were clear:

Differentiate their brand with an exhibit that felt fresh, sophisticated, and approachable.
Translate complex science into real-life impact through storytelling.
Offer hands-on learning experiences that helped attendees understand the technology’s clinical benefits.
Foster authentic, emotional connections with attendees to inspire trust and long-term partnerships.

Ultimately, they needed a booth that balanced technical education with personal connection—something that’s rare in the medical trade show space.

Goals & Objectives

To help 4D Medical make the most of their opportunity at ATS, our team focused on four key objectives for the custom trade show booth:

Make an Impact: Design an eye-catching, immersive environment that stood out from neighboring booths and invited attendees to explore.
Elevate the Story: Feature authentic voices, including U.S. military veterans, to bring the life-saving impact of 4D Medical’s technology to life.
Drive Interaction: Create hands-on demo stations and a dynamic video wall to explain the science in a clear, memorable way.
Inspire Trust: Establish 4D Medical as an innovative and mission-driven leader in pulmonary health, capable of transforming lives.

Our Solution

We brought these objectives to life through a thoughtful and strategic trade show exhibit design that blended creativity with purpose.

The heart of the exhibit was a striking high-resolution video wall. This digital centerpiece played a curated mix of clinical animations, product demonstrations, and veteran testimonial videos, immersing visitors in both the science and the story.

Surrounding the video wall were interactive demo stations where healthcare professionals could get a hands-on look at 4D Medical’s cutting-edge lung imaging technology. Rather than passively listening to sales pitches, attendees engaged directly with the solutions, exploring how the technology could improve diagnostic confidence and patient outcomes.

Perhaps the most powerful element of the space was the inclusion of U.S. military veterans who had benefited from 4D Medical’s innovations. Their presence transformed the exhibit from a product showcase into a platform for meaningful dialogue. Attendees didn’t just see clinical results—they heard personal stories of resilience, healing, and hope.

From the booth layout and lighting to the choice of materials and finishes, every detail was designed to be approachable yet sophisticated. The result was a space that didn’t just attract attention—it invited people to stay, learn, and connect.

Results

The success of the custom trade show exhibit was immediate and far-reaching.

Best in Show: 4D Medical’s booth earned the “Best in Show” award in the mid-size category, recognized for its outstanding creativity, engagement, and flawless execution.
Standout Presence: Judges praised the exhibit for “getting it all right,” highlighting the balance of storytelling, product education, and thoughtful design.
Deeper Connections: The presence of real veterans sparked unforgettable conversations, creating an emotional connection with attendees that standard product demos simply couldn’t match.
Future-Ready Foundation: The success of the ATS activation set a new internal benchmark for future trade shows, demonstrating what’s possible when product, story, and experience align seamlessly.