At RSNA 2013, Guerbet planned to enter into the U.S. market a groundbreaking new product offering within the realm of diagnostic and interventional imaging. They partnered with Catalyst Exhibits to design a booth that reflected their companies statement “Contrast for Life” and mission to provide performance, quality, and sustainable development as well as represent the companies European roots. The space needed to cater to a host of audiences from around the globe and offer a relaxing environment to conduct business within. A physical interpretation of the brands movement.

Guerbet’s new solution became the physical keystone to the design. Anchoring one corner of the exhibition and modeled in visible scale, the molecule was hung from the exhibit structure as a landmark, talking point and sculptural element. The main business floor underneath held various iPad touchpoints and a backlit cappuccino bar. Digital presence was upheld utilizing various sized LED touchscreens displaying a range of Guerbet media. A second story was a prevailing requirement by Guerbet. The necessity for informal private discussions led to a lofted lounge overlooking the exhibit and the rest of the show hall itself. Two conference rooms were housed below and a hallway led from the main floor to a private media area at the back of the design.

Architecturally, an envelope that could house these objectives in a modern, simple, and forward moving fashion was crafted. The use of ciliegio wood, white, and Guerbet blue became a visual contrast that supported the marketing effort.