‘The Village’ at DDW

At Digestive Disease Week (DDW), Jack Morton was tasked with presenting one of Asia’s largest pharmaceutical companies to healthcare professionals while highlighting its dedication to patients and the field of digestive disease. To bring the brand story to life, the team designed a cohesive “Village” experience centered around the company’s Japanese heritage. At its heart stood an elegant cultural hub inspired by traditional Japanese design, featuring a cherry tree centerpiece, rice paper walls, and a live origami crane demonstration. Surrounding this central space were five additional brand and medical exhibits, all visually connected to the hub and reinforcing the company’s heritage and commitment to care. 

Throughout the congress, a professional origamist guided attendees in folding cranes that became part of a growing collective art installation, creating a shared cultural moment with healthcare professionals. The surrounding booths featured bespoke interactive elements—including trivia games, VR experiences, and product demonstrations—that educated and engaged visitors while highlighting each brand’s benefits. Subtle hospitality touches, such as green tea and matcha donuts inspired by a traditional Japanese tea gathering, tied the entire environment together. The result was a thoughtfully curated experience that blended culture, education, and innovation—creating a memorable platform for meaningful dialogue with the healthcare community. 

THE IMPACT 

Both HCPs and the client were impressed by the thoughtfulness and coherence of the design, as well as the engaging elements at each booth. The central hub offered a cultural immersion for HCPs, allowing them to engage in private or casual meetings while learning about the client’s expertise in digestive health and their rich Japanese heritage.  

By the conclusion of the initial show, the origami artist had meticulously crafted hundreds of cranes for attendees, resulting in a remarkable display of artistry, expertise, and tradition. The comprehensive measurement reporting provided by Jack Morton demonstrated triumphs across various metrics including HCP survey feedback, badge scans, traffic data, digital participation, and staff input.