Five stages for one big vision
Digital trade show exhibits for Siemens Healthineers at RSNA
Where artificial intelligence becomes tangible
RSNA (Radiological Society of North America) is one of the most important meeting points of the global radiology community – it is where Siemens Healthineers unveils technological milestones and shows how advanced medical technology works hand in hand with digital platforms and services. But how do you make a topic as complex as artificial intelligence in diagnostics tangible without becoming superficial? Together with Lachs von Achtern, we have been developing digital exhibits for Siemens Healthineers for more than 15 years that do exactly that: turn technology into a real experience. For the current trade show appearance, we conceived and implemented five distinct installations – from a curved LED sculpture for women's health to a mixed reality experience with Apple Vision Pro. Strategically conceived, creatively staged and technologically executed with precision.
See more. Earlier.
The Women's Health Exhibit demonstrates how the new MAMMOMAT B.brilliant software is redefining the role of Siemens Healthineers in contrast-enhanced mammography (CEM) – with the solutions ClearCEM and ClearCEM Biopsy. The installation consists of a curved LED mesh element with a strong long-range effect and an inner area featuring an interactive touch app. Its modular design allows the content to be adapted for business lines beyond women's health – an investment that remains valuable well beyond a single trade show.
Stories. Data. Impact.
The AI-Powered Pathways take visitors on a story-driven patient journey. AI-generated avatars (GenAI) make complex clinical data and Siemens Healthineers solutions tangible. At four physical stations, visitors use NFC (Near Field Communication) wristbands to trigger dedicated "AI Moments". The centerpiece is a 7 × 7 meter LED installation that synchronizes floor, walls and ceiling in real time. The concept is deliberately designed for scalability: high-end cinematic renderings carry the patient journey onsite, online and across further trade show formats.
Touch. Try. Discover.
The CT AI Workflow Exhibit offers an interactive simulation of the complete myExam Companion workflow. A transparent OLED (Organic Light Emitting Diode) screen and remote-controlled displays make complex workflows on NAEOTOM Alpha systems easy to understand. Visitors choose specific clinical scenarios and professional roles and experience firsthand how myExam Companion makes everyday clinical work more efficient. The modular two-part structure adapts to different booth spaces, while an integrated iPad remote control gives presenters full control over the presentation.
Explore. Walk. See.
The Digital Guide is the foundation for a scalable wayfinding solution that guides visitors through the booth and the exhibition hall. The application pulls agenda data live from the Expo Hub – the digital event platform of Siemens Healthineers – and uses it to power a local web app for orientation, routing and content, from sessions to booth highlights. Five key use cases were specifically tested and their usage analyzed to define the next steps for future trade show appearances – including medium-sized and smaller events.
Play. Learn. Interact.
The Ready for Tomorrow experience with Apple Vision Pro is divided into four areas. Two of them showcase the use of artificial intelligence in imaging and treatment, while a third uses interchangeable hardware and software components to make sustainability and the circular economy tangible. A fourth, interactive learning area uses the ExpertGuidance app to convey content in an entertaining way. This makes a forward-looking technology topic directly accessible – without any dry theory.
