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Client: Shire Pharmaceuticals Inc., Lexington, MA
Design/Fabrication: Visual Communications Inc., Aston, PA; InTouch Solutions, Overland Park, KS
Size: 50-by-50 feet (2,500 square feet)
Estimated Cost: $625,000
Estimated Cost/Square Foot: $250

 
Circle Gets the Stare
By Charles Pappas with photos by Edelman and Visual Communications Inc.

For the U.S. Psychiatric and Mental Health Congress, Shire Pharmaceuticals Inc. wanted to emphasize the branding of its new ADHD medication, Mydayis. Working with Visual Communications Inc., the company constructed a square booth that playfully communicated that concept using rounded design elements.


The Inside Scoop
Inspired by the bead-like structure of its new ADHD medication, Shire Pharmaceuticals Inc. opted for spherical LED lights and circular design elements. The cherry on the sundae for attendees was ball-shaped Dippin' Dots ice cream served at an in-booth refreshment station.

Attendees approaching the 50-by-50-foot exhibit first saw a stunning 30-foot-diameter ceiling element. Comprising 150 sphere-shaped, 6.7-inch LEDs, the circular chandelier subtly reflected the drug's triple-bead technology that delivers a time-delayed one-two-three punch of medicine. Much more than a static sculpture, though, the soaring kinetic element performed a continuous loop of six preprogrammed sequences that lasted about 1.5 minutes each. Rising up and down as much as 10 inches, the lights arranged themselves into formations that resembled twinkling constellations of sparkling stars. Additionally, the LEDs' colors shifted fluidly between the Mydayis brand hues of yellow, teal, and red, and those of the other brand the company represented in the exhibit, Vyvanse, with shades of purple and lime green.

Shire employed a multiplicity of spherical shapes not only in the sky but also down on earth. For example, a 12-foot-tall kiosk featured king-sized "pills" of foam-filled plastic orbs. A center pole with the pseudo-pills attached spun slowly to attract attention. Nearby, a trio of 46-inch touchscreen monitors offering product info was topped by curved fabric pieces in the drug's tricolor scheme. Meanwhile, a 10-by-16-foot semicircular plywood refreshment station bore lighting accents that replicated the brand's shades. Enjoying coffee and ball-shaped Dippin' Dots ice cream, also offered in Mydayis' colors, guests digested Shire's marketing message within the witty and well-rounded exhibit. E



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