The initial design ideation for the American Academy of Orthopaedic Surgeons show. It was designed to be the overarching basis of future Stryker exhibit marketing. The structure and components are modular, allowing for a flexible and reconfigurable design.
The design was constructed with modularity and brand consistency in mind, to allow for future expansion and additions. With approximately thirteen separate divisions present at this show, Stryker needed a design that was flexible enough to work for each division's needs. Custom, yet adjustable, counter displays were developed, along with a floorplan that drove traffic to key areas. Multiple demonstration areas were developed with line of sight and messaging in mind. The space generated an easy-to-navigate narrative that provided a platform for all of Stryker's products and services.