A MIRROR IN MOTION
BRINGING SIEMENS’ DIGITAL TWIN TO LIFE
THE CHALLENGE
How do you make the invisible feel real? Siemens Healthineers approached us with a profound challenge: to transform their visionary concept of the Digital Patient Twin into a tangible, emotionally resonant experience for congress attendees. This wasn’t just about showcasing a product, but about opening a window into the future of medicine.
The idea was bold: using AI to create a digital representation of each individual, based on medical history, biology, and behavior. That representation could simulate health outcomes, guide therapy, and even prevent illness before it appears. Something that when blended, showed a kind of poetic mix between data and destiny. There it was a question to solve: How to make a complex and abstract idea land effortlessly in the space of a medical technology conference?
Then, it appeared our answer: build something playful, intuitive, and utterly unforgettable. It was also necessary to place it right where people naturally gather.
OUR APPROACH
We focused the activation in one of the busiest areas of the Siemens stand: the zone that opened out to a crowded bar. Instead of overwhelming visitors with scientific explanations, we created an immersive screen experience that came to life the moment someone walked past. No touchscreens, no instructions. Just motion and recognition.
As each attendee passed, sensors triggered a graphic visualization: their conceptual Digital Twin appeared before them, echoing the themes of individuality, prediction, and transformation that underpin Siemens’ vision for the future of personalized healthcare. It was quiet, graceful, and strangely moving. A digital mirror that while mimicking people, it required no words.
In parallel, we modernized a past success. Siemens had previously invited professionals to vote on key health topics by placing orange balls in tubes. We reimagined this voting system digitally: an elegant, intuitive interface where participants could express their opinions with a tap. At the end of each day, we generated a clean, actionable insights report transforming participation into intelligence.
“We envisioned the stand as a living organism, one that would breathe with the rhythm of the islands, immerse the visitor in nature, and interact with them on an emotional and technological level. We built an island inside the fair.”
José Vicente Gascó, Project Manager
THE RESULTS
The experience drew consistent attention, serving as both a conversation starter and a concept anchor. Visitors were captivated by the simplicity of the interaction, and many returned with colleagues to see the “mirror” in motion with the digital twin. A true moment of lightness that made a deep and lasting impression.
The digital polling system outperformed its analog predecessor, offering Siemens real-time insight into what matters most to their audience, without logistical hassle or physical clutter. These reports not only added value to the booth experience but also created meaningful data to inform about future communication and product strategy.
This project offered a metaphor for Siemens’ mission: to humanize technology, make precision feel personal, and bring the future of medicine into the present: one silent, glowing twin at a time.
