Procter & Gamble

IGE’s second partnership with Procter & Gamble for the annual meeting of The American Academy of Dermatology was a step up in scale and ambition. This time, the focus was P&G’s beauty sector, with an audience of over 15,000 Academy members and medical professionals. In a room full of industry leaders, the exhibit needed to carry the weight of the brand: elegant, confident, and impossible to overlook.

The American Academy of Dermatology (AAD) hosts an Annual and Summer meeting every year to provide members with learning and networking opportunities. In recent years, the conference also includes non-member physicians and students. The intensive 4-5 day experience helps improve and promote excellence in the skin care industry.

With a large footprint and a wide portfolio of brands under the P&G umbrella, the brief had two demands working in parallel. The first was traffic flow, guiding visitors from the entrance into a dedicated meeting room for an interactive presentation, then onward to product display areas. The second was consistency, housing multiple distinct brands within a single environment without losing the visual coherence that tied them all together.

The exhibit was anchored by an extensive LED lighting system that gave the entire structure a distinctive, luminous presence on the floor. Each zone, whether demonstration areas, presentation spaces or product displays, was purposefully designed to serve its function while reinforcing the identity of the brand it represented. The result was a space that held P&G’s portfolio together under one roof, and made sure no one in the room missed it.