Catalyst partnered with Abbott Laboratories to create a 80 by 100 foot exhibit for AACC 2012. The arena-like structure arrested the attention of the attendees, while the fact that they could see lights of light and activity but not everything going on within the exhibit served to draw them in and further make this a destination booth. Once inside the structure, attendees followed a path that organically provided a tour of the products and instruments before arriving at the theatre for formal presentations, and individual demo stations for details and insight on specific products.

The main challenge of the space was the size of Abbott’s products which brought up concerns of their presentation, and attendee navigation. The solution was to create a path through them with a definitive start and end. When entering the booth, each attendee would be able to interact with Abbot’s products, until they arrived at the main theatre area.