Bristol Myers Squibb
Immersive digital experience for a leading biopharmaceutical company
Bristol Myers Squibb has revolutionised the lobby experience at its Cambridge Crossing facility in Boston, Massachusetts. Utilising LED Studio’s cutting-edge LED display technology, the lobby has been transformed into a dynamic environment that educates, engages and inspires visitors and staff alike.
Boston, USA
Challenge
Bristol Myers Squibb aimed to create an immersive and memorable lobby experience to showcase its pillars of discovery, development and data across cancer, cardiovascular, immunology and neuroscience. The goal was to engage visitors through an evolving narrative showcasing scientific advancements while providing a welcoming and inspiring environment for employees and guests.
The dynamic installation needed to serve dual purposes: to introduce visitors to the scientific world of Bristol Myers Squibb upon entry and reconnect them to the city of Boston upon exit. This ambitious project required high-performance displays that could seamlessly blend into the architectural design and react to real-time data, ensuring the experience remained fresh and engaging over time.
BRISTOL MYERS SQUIBB
Bristol Myers Squibb’s state-of-the-art research and development site at Cambridge Crossing encompasses over 480,000 square feet in a 43-acre life science development. The site includes both lab and office space, which allows researchers to easily collaborate.
Our goal was to inspire employees by demonstrating the impact their work has on the world.
- Wade A. Brown, Head of Strategy & Research Operations at Bristol Myers Squibb
Solution
The solution, designed by LAB at Rockwell Group in partnership with integrator Senovva, uses multiple LED Studio displays to create a dynamic, multidimensional, immersive experience.
The experience begins with a GENESIS 1.5mm Flip Chip High-Bright display in the window, drawing attention from outside. Inside, a series of GENESIS 1.5mm SMD LED displays frame the lobby walkway, while transparent mesh and number ELEMENT X 1.5mm LED displays provide a dynamic and evolving visual journey.
Interactive content, powered by real-time research imagery and lidar tracking, ensures that each visit offers a unique and memorable experience.
SENOVVA
SenovvA combine sensory with innovation. Created in 2000 with a vision of what could be, when you bring together the best and brightest. Originating in LA, the company comprises of producers, visual artists, programmers, and technical specialists, who put their combined expertise and curiosity to work every day to create unique multi-sensory experiences that captivate audiences and inspire a sense of wonder.
The continually evolving, immersive content created by LAB at Rockwell Group reflects constant innovation. With execution by Senovva using LED Studio displays, the result is the perfect canvas to bring it to life.
- Wade A. Brown, Head of Strategy & Research Operations at Bristol Myers Squibb
Results
The installation has transformed the lobby experience at Bristol Myers Squibb into a dynamic, multidimensional space that engages and inspires visitors and staff daily. With the content transforming as staff and visitors interact with the space, BMS’s leading position in the healthcare industry is reinforced, but in an entertaining way to make the experience memorable and impactful.
With the LED display’s unique energy saving credentials, Bristol Myers Squibb now benefit from fine pixel pitch viewing, whilst enjoying up to 40% energy saving, ensuring a future-proofed solution for years to come.