Custom exhibition booth for AIRS Medical at the ECR

Area

72 m²

Trade Show

ECR Wien

Client

AIRS Medical

Industry

Radiology

Vision & Objective of the Trade Show Booth

With AIRS Medical’s trade show presence at ECR in Vienna, we worked together toward a clear goal: to sustainably increase brand awareness and impressively showcase the company’s growth. AIRS Medical wanted to demonstrate how the company has evolved in recent years from a small provider into a major player in the market a story that needed to be made visible and tangible for visitors.

The focus was not only on presenting the brand, but above all on interacting with trade show visitors. The booth was designed to create space for exchange, foster trust, and at the same time allow visitors to experience the capabilities of the software solutions firsthand.

Our task was to translate this vision into a holistic spatial concept, creating an environment that informs, inspires, and invites visitors to linger.

Concept & Architectural Features

The trade show booth was designed according to a clear principle: openness, functionality, and brand presentation blend seamlessly together. The goal was to create an environment that captures attention, provides guidance, and intuitively guides visitors from their first impression through to a personal conversation.

Key Highlights:

A prominent LED wall as a visual focal point
Bematrix Lightline as eye-catching lighting in combination with the LED modules
Two meeting rooms with semi-transparent glass fronts
Reusable illuminated logo

An important communication anchor was the coffee counter with a barista, which specifically facilitated natural conversation starters and fostered high-quality connections.

The lighting concept was also designed with functionality in mind: LED modules and spotlights replaced traditional trusses, while reduced brightness in the screen area ensured optimal contrast. The Lightline also took on a guiding and emotional role within the space.

Challenges & Our Solutions

The demanding conditions of the project required flexible and structured planning. Strict guidelines from the organizer and clear functional requirements from the client necessitated creative, well-thought-out solutions.

Key challenges:

No fully enclosed stand sides allowed
Unusual stand geometry with a central pillar
Need for two large meeting rooms
Multiple design adjustments due to approval processes

The result demonstrates how complex requirements can be transformed into a well-thought-out, functional, and aesthetically pleasing booth concept.

Our solutions for the project:

Reorganization of the space to create a more open atmosphere and clear wayfinding
Subdivision of the meeting rooms for better integration into the booth concept
Architectural integration of the column rather than purely functional “cladding”
Iterative planning process in close coordination with all stakeholders

Award: ECR “Rising Star Award”

A particular highlight was AIRS Medical’s receipt of the “Rising Star Award” at the ECR 2026. As an Industry Award, this honor recognizes companies that stand out within the radiology sector through innovative technologies, strong market impact, and significant future potential.

For us, this success confirms our collaborative approach: An exhibition booth achieves its full impact when concept, design, and visitor experience mesh perfectly,

and innovation is not merely displayed but brought to life.

Technical Value & Implementation Expertise

A key source of added value lay in the technical precision of the implementation. The booth was not only designed aesthetically but conceived as a fully integrated functional system, tailored to content, visitor behavior, and usage.

Our goal was to integrate all elements in such a way that they function seamlessly during operation and actively support the client in their day-to-day trade show activities.

Technical implementation in detail:

Integration of an LED wall, screens, and lighting into a coordinated overall concept
Planning of demo stations for clear and intuitive use
Coordination of lighting with digital content rather than solely with the space
Combination of open presentation zones and private meeting areas

Data-Driven Value Added Through Event Metrics

In addition, visitor tracking was used to quantify the trade show presence:

Analysis of visitor flow and dwell time
Initial data-driven performance evaluation
Foundation for future trade show comparisons

As a result, the booth became not just a presentation space, but a strategic tool for future trade show appearances.

Personal Reflections

For us, this project was a prime example of true partnership. AIRS Medical’s openness to new ideas and innovative approaches shaped the entire process and played a key role in the outcome.

It was precisely under the given constraints that we were able to play to our strengths: solving complex challenges in a structured way while maintaining a high level of creativity.

What remains is not just a successful trade show booth, but the foundation for further joint projects.

AIRS Medical is a medical technology company specializing in the use of artificial intelligence in MRI imaging. The company develops AI-based software that enables MRI exams to be performed significantly faster without compromising image quality. Its flagship product, SwiftMR™, reduces scan times, thereby improving efficiency and patient comfort. AIRS Medical’s goal is to make modern diagnostics more accessible and cost-effective worldwide.