A MIRROR IN MOTION
BRINGING SIEMENS' DIGITAL TWIN TO LIFE
Siemens Healthineers at the CNH Las Palmas 2023
THE CHALLENGE
How do you make the invisible seem real? Siemens Healthineers presented us with a major challenge: to transform their visionary concept of the Digital Patient Twin into a tangible and emotionally impactful experience for conference attendees. It wasn’t just about presenting a product, but about opening a window into the future of medicine.
The idea was audacious: to use AI to create a digital representation of each individual, based on their medical history, biology, and behavior. This representation could simulate health outcomes, guide therapy, and even prevent diseases before they appear. This combination, when combined, presented a kind of poetic fusion of data and destiny. One question remained: How to seamlessly integrate such a complex and abstract idea into the context of a medical technology conference?
Then our solution emerged: to build something playful, intuitive, and absolutely unforgettable. It also needed to be located right where people usually gather.
OUR APPROACH
We focused the activation on one of the busiest areas of the Siemens booth: the area overlooking a packed bar. Instead of overwhelming visitors with scientific explanations, we created an immersive on-screen experience that came to life as they walked by. No touchscreens or instructions. Just movement and recognition.
As each attendee passed by, sensors triggered a graphical display: their conceptual digital twin appeared before them, reflecting the themes of individuality, prediction, and transformation that underpin Siemens’ vision for the future of personalized healthcare. It was silent, elegant, and strangely moving. A digital mirror that, while mimicking people, required no words.
At the same time, we modernized a previous success. Siemens was already inviting professionals to vote on key health issues by placing orange balls in tubes. We reimagined this voting system digitally: a sleek and intuitive interface where participants could express their opinions with a single tap. At the end of each day, we generated a clear and actionable report that transformed participation into actionable insights.
Concebimos el stand como un organismo vivo, uno que vibraría al ritmo de las islas, sumergiría al visitante en la naturaleza e interactuaría con ellos a nivel emocional y tecnológico. Construimos una isla dentro de la feria.
José Vicente Gascó, Project Manager
THE RESULTS
The experience captivated everyone, serving both as a conversation starter and a conceptual foundation. Visitors were charmed by the simplicity of the interaction, and many returned with colleagues to see the moving “mirror” with the digital twin. A moment of genuine lightness that left a profound and lasting impression.
The digital voting system outperformed its analog predecessor, providing Siemens with real-time insights into what matters most to its audience, without logistical complications or physical clutter. These reports not only enhanced the booth experience but also generated valuable data to inform future communication and product strategy.
This project offered a metaphor for Siemens’ mission: to humanize technology, to make precision feel personal, and to bring the future of medicine into the present: a silent and brilliant twin at the same time.
LET'S GET TO KNOW
EACH OTHER
