Case Study:
Unlocking the Invisible at RSNA 2023
The Client: Bracco Diagnostics Inc. is a global leader in diagnostic imaging solutions, offering innovative products and technologies that enhance patient care and advance medical imaging. With a focus on “Unlocking the Invisible,” Bracco continues to pioneer advancements that deliver greater diagnostic confidence and clinical outcomes.
The Need
For RSNA 2023, Bracco sought to create a large-scale, highly functional exhibit environment that could support a wide range of engagement activities—from interactive product showcases to private business meetings—while reinforcing the company’s leadership position in diagnostic imaging. Key exhibit goals included:
A prominent, inviting welcome area to immediately engage visitors.
Immersive product workstation areas to showcase Bracco’s full range of imaging technologies.
Private meeting spaces to support business development conversations.
A visually impactful overhead structure to enhance brand presence across the expansive show floor.
A layout that encouraged both educational exploration and relaxed conversation zones.
The Solution
Exhibit Concepts created a striking 40×80 booth for Bracco that blended impactful design with strategic functionality. A bold welcome wall with integrated storage, illuminated branding, and holographic fans greeted visitors, while a dramatic curved canopy reinforced the “Unlocking the Invisible” theme and drew attention across the show floor.
The layout featured high-engagement elements like a 3-sided kiosk, product-focused injector wall with LED blocking, and immersive video displays that highlighted Bracco’s diagnostic imaging innovations. Two private meeting rooms and a centrally lit welcome desk added professionalism and supported a smooth visitor experience.
Together, these elements delivered a cohesive, interactive environment that told Bracco’s brand story, supported business goals, and created lasting impressions on attendees.
The Takeaway
Bracco’s RSNA 2023 exhibit was a masterclass in combining visual storytelling, functionality, and hospitality. The carefully curated space successfully balanced business needs, product education, and brand immersion—giving Bracco a dynamic platform to connect with healthcare professionals, generate leads, and reinforce its position as a global leader in diagnostic imaging.
