Emota Wins gold with AstraZeneca at the 2026 PM360 Pharma Choice Awards

Redefining the ASCO 2025 Booth Experience

For one of the world’s most influential oncology congresses, Emota designed and delivered a next-generation pharma exhibition stand — integrating breakthrough science, personalised technology and modular architecture into a single cohesive platform. 

The experience combined: 

• 77-inch OLED touchscreens for dynamic scientific exploration 
• RFID-enabled personalisation 
• Apple Vision Pro integration 
• A fully immersive 360-degree AV environment 

The result was a flexible, audience-first congress environment where clinicians could explore complex oncology data at their own pace. 

Engagement at scale

The impact at ASCO 2025 was significant: 

• 41% of all delegates visited the booth 
• 18,000+ engagements 
• 87% conversion from footfall to meaningful interaction 
• Average dwell time exceeding seven minutes 

At a global medical congress of this scale, these metrics represent a new benchmark for pharma experiential marketing. 

Sustainability built in

Sustainability was embedded into the architecture from the outset. 

Designed as a reusable modular system, the stand is now scalable across AstraZeneca’s global congress programme. 

Constructed using FSC-certified plywood, recycled PET panels and zero-tox materials, the structure achieved an 85% sustainability score and “Potential for Positive Change” accreditation under the BOSS system. 

Environmental responsibility was engineered into the build — not added as an afterthought. 

With multiple industry wins and international recognition, AstraZeneca at ASCO 2025 stands as a benchmark for immersive, sustainable pharma congress engagement. 

Planning your next global Medical Congress activation?

If you’re preparing for ASCO, ESMO or another major healthcare congress, discover how immersive design, intelligent technology and measurable sustainability can transform your exhibition strategy. 

Get in touch to discuss your next pharma congress experience.