At EuroMedLab 2023, OH37 crafted a connected, multi-space experience for Roche Diagnostics. Merging sustainability, storytelling, and innovation into a cohesive brand environment.
From stage to screen, every element embodied forward-thinking design and engagement on a global scale.
Overview
Designing for impact requires creativity, precision, and adaptability. At OH37, we transform complex briefs into meaningful brand environments that engage audiences, communicate vision, and deliver measurable results.
For Roche Diagnostics, we designed, produced, and managed the EuroMedLab 2023 experience at La Nuvola Roma, overcoming venue limitations to deliver an ambitious, multi-zone installation spanning two connected spaces.
Each area reflected Roche’s dual focus on sustainability and innovation, linked physically through the newly launched CCM Gate — a kinetic system symbolizing the future of connected laboratories.
The main booth served as the event’s centerpiece, integrating a striking diagonal wave-shaped LED stage, immersive content displays, and a sustainability feature wall brought to life through motion and interactivity.
Across the aisle, a second zone dedicated to Roche’s newest innovations hosted the global launch of the cobas® Mass Spec, presented within a fully immersive LED “launch box” — a mirrored environment where movement, light, and technology converged to create a moment of collective anticipation and awe.
Supporting the main installation, OH37 also designed and executed a private Innovation Room, a VIP lounge, and an internal team space, ensuring the guest journey flowed seamlessly from public engagement to intimate discovery.
Throughout three days of exhibitions, talks, and live reveals, the Rome experience demonstrated OH37’s ability to combine architectural storytelling, content design, and technical excellence — reaffirming our role as a trusted global experiential partner.
Project
Roche at EuroMedLab 2023: Event Experience Design & Production
Client
Roche Diagnostics International
What We Did
Graphics, Photography & Videography, Stand Design, Script & Planning for Product Launches, Show Operation and Production Management.
La Nuvola Roma Convention Center
Rome, Italy
Navigating complexity through collaboration and insight
Local Knowledge, Global Expertise
Working within La Nuvola’s unique architectural and regulatory constraints. OH37 leveraged its network of Italian production specialists to achieve flawless execution and finish.
Our local partnerships ensured precision, efficiency, and seamless integration with venue requirements.
Resulted in a refined installation that embodied both the creativity, and technical mastery expected of a world-class exhibition.
Design precision and execution perfectly aligned
From Vision to Built Reality
Every detail of the EML 2023 booth was engineered to mirror its 3D concept with absolute accuracy.
OH37’s integrated design and production workflow ensured that the final installation reflected the same spatial balance, light, and sophistication envisioned during the creative process.
Capturing engagement, scale, and design excellence
A Living Space of Innovation
From first impressions to lasting memories, the EML Rome 2023 booth came alive through design precision and visitor interaction. Every surface, display, and motion element was orchestrated to create a dynamic environment where technology and storytelling seamlessly met human experience.
Synchronizing stories across every surface
The EML Rome 2023 booth featured over an hour of custom 2D and motion content, mapped across ten LED surfaces to create a seamless narrative.
From stage visuals to product showcases, OH37 choreographed light, motion, and messaging. Engaging audiences and to amplify the launch of Roche’s latest innovations.
Designing intuitive and engaging interactions
Across the booth, interactive touchscreens invited guests to explore Roche’s innovations through digital storytelling, app demos, and guided presentations.
Each interface was designed to make technology feel human, turning discovery into a personal, hands-on experience.
The Roche Body Map
Designing for a sustainable future
3
Dioramas
330
live plants
120 m2
of recycled materials
Sustainability was brought to life through a dedicated area that invited reflection and dialogue.
Three handcrafted dioramas — Economic, Social, and Environmental — revealed miniature worlds behind illuminated doors, each paired with a quote underscoring Roche’s long-term commitment to responsible progress.
Uniting design, performance, and technological innovation
Global Launch: cobas® Mass Spec·
Global Launch: cobas® Mass Spec·
Global Launch: cobas® Mass Spec·
Global Launch: cobas® Mass Spec·
Global Launch: cobas® Mass Spec·
At EuroMedLab Rome 2023, OH37 produced a dramatic global reveal for the cobas® Mass Spec, transforming the booth into a multi-sensory launch stage.
Through kinetic light, synchronized content, and an immersive mirrored environment, the reveal celebrated a breakthrough that redefined the boundaries of diagnostic innovation.
Moment of Reveal
Innovation revealed through design
The Spectacular Launch
The Mass Spec launch box was crafted entirely from LED surfaces, enclosing the instrument within a kinetic sculpture of light and motion.
Above the product, moving chrome spheres traced molecular patterns in the air — symbolizing the science behind the technology.
The installation became a defining moment of the event, blending engineering precision with theatrical artistry.
Bringing identity to motion
Animated brand system
The animated content suite developed for EML Rome 2023 extended Roche’s visual identity into every frame and surface of the booth.
From dynamic key visuals to animated agendas and live on-screen graphics, OH37’s design team ensured a consistent visual language that unified stage, product, and story. Each motion element was carefully choreographed to enhance the atmosphere and emphasize the themes of innovation and sustainability.
Explore Content Case Study
Exploring innovation through immersive design
INNOVATION ROOM·
INNOVATION ROOM·
INNOVATION ROOM·
INNOVATION ROOM·
INNOVATION ROOM·
In a private setting within La Nuvola, OH37 created a space for deeper exploration of Roche’s latest point-of-care technologies.
Guests experienced interactive product demonstrations, digital presentations, and animated storytelling that highlighted innovation as both a process and a purpose.
The environment combined sleek minimalism with bright LED lighting, designed to evoke a sense of precision, clarity, and forward momentum.
Every interaction reflected Roche’s vision of smarter healthcare through connected, human-centered design.
A vision of future diagnostics
Promoting innovation through experience
Screens, tailored lighting, custom stands, product pods, and thoughtfully designed furniture came together to create a harmonious space where curiosity-driven visitors were free to explore.
Developed as a post-launch activation, the cobas® pulse Innovation Room invited guests to engage directly with Roche’s point-of-care ecosystem.
Explore cobas® pulse case study
Crafting experiences that inspire progress worldwide.
DELIVERABLES
-
Event Theme, Experience Design, Technical Planning, Production Management, Show-calling and event operation.
LOCATION
- Rome, Italy
CLIENT
- Roche Diagnostics International
YEAR
- 2023
CREATIVE LEADS
- Hadi Hawili
- Melo Infante
PRODUCTION MANAGER
- Angelo Agana
CONTENT PRODUCER
- Irene Carmona
DRAFTSMAN
MOTION GRAPHICS
- Raul Cuisano
- Eva Recio
GRAPHIC DESIGN
- Nicole Beltran
DEVELOPMENT
- Rabih abu Hosn
- Nour Hawili
- Nick Mejdalani
- Clara Christy
3D ANIMATION
BOOTH FABRICATION
- A&A
AV EQUIPMENT
- AV Set Produzioni
HYBRID EXPERIENCE PRESENTER
- Alessandra Tropiano