Best Large Booth
The Green Giant: AstraZeneca plc AstraZeneca's presence at ASCO was nothing short of commanding, with a 90-by-120-foot booth that perfectly balanced boldness and sustainability. The commercial side featured a gigantic, curved LED wall that sliced through the booth, accompanied by color-coded seating that made navigating the space seamless. The medical affairs section, while more subdued, maintained a sense of gravitas with a smaller LED wall and ample areas for discussions.

But what truly set AstraZeneca apart was their commitment to ecofriendly exhibitry. Desks and overhead structures were crafted from durable cardboard, and the entire booth was modular, designed to adapt to more than 50 shows throughout the year. This impressive space wasn't just about size — it showcased how a pharmaceutical giant could lead by example, combining innovation and sustainability in the heart of the exhibit hall.


Best Small Booth
The Triangle of Innovation: Bicycle Therapeutics As a first-time exhibitor, Bicycle Therapeutics made an outsized statement with its modestly sized 20-by-30-foot booth by defying typical trade show designs. Opting for an innovative triangular structure, the design embodied the company's mission: precision in cancer treatment through the company's Bicycle molecules. Inspired by the triangle cutout in Bicycle Therapeutics' logo, the booth stood out with an A-frame design that mirrored the molecular precision the company is known for.

The architecture was as strategic as it was eye-catching, with a massive 25-by-7-foot backlit logo dominating from overhead — a bold move for such a small space. The sleek, mostly black structure with vibrant pops of color hinted at the company's tech-forward approach to biotech. The booth's crown jewel, however, was its immersive tunnel that attendees could enter and listen to Nobel laureate and company co-founder Sir Greg Winter discuss the company's revolutionary technology. Bicycle Therapeutics did more than just stand out; it created an unforgettable experience that left a lasting impression.


Best Use of Tech
Tech Wonderland: Novartis AG Novartis brought a tech spectacle to ASCO, creating one of the most technologically forward booths on the show floor. At the heart of the space were two moving transparent LED panels, set in front of a massive LED wall that created a visual dynamic unlike anything else at the show. The digital storytelling pulled in crowds, while a series of interactive stations, including augmented and virtual reality experiences, allowed visitors to explore the future of medical treatment.

One of the booth's standout features was an interactive exhibit where attendees could lift a foam "rock" to symbolize the weight of living with chronic myelogenous leukemia (CML), creating a tangible emotional connection. Novartis not only showcased its technology in its environment, but used innovation to make the experience impactful.


Best Immersive Element
The Vein Voyage: Incyte Corp. Incyte Corp. created a fully immersive experience at ASCO, with an LED tunnel that transported attendees into the world of Polycythemia vera (PV), a rare blood disorder. The tunnel, designed to mimic the inside of a blood vessel, featured flowing blood cells on curved LED tiles, surrounding visitors as they walked through. Four curved monitors provided expert talks and educational content from leading physicians, such as Dr. Ruben Mesa and Dr. Claire Harrison, making this a must-see for attendees.

The tunnel wasn't just a visual spectacle — it was a powerful educational tool that immersed visitors in the symptoms and complexities of PV. Incyte made an indelible impact, delivering both an engaging and informative experience that resonated with attendees long after they left the booth.


Most Creative Activation
Art Meets Science: Boehringer Ingelheim Boehringer Ingelheim transformed its space at ASCO into a stunning art gallery, fusing creativity and science in a way that captivated attendees. Three vertical monitors displayed famous works of art, including the Mona Lisa, Portrait of a Man in a Red Turban, and Girl with a Pearl Earring. But this wasn't just about classic masterpieces — the monitors revealed hidden layers beneath the paintings, a metaphor for how Boehringer's technology uncovers the complexities of dedifferentiated liposarcoma (DDLPS). Each piece of art was hung gallery-style, with placards explaining the scientific connection to DDLPS. This artistic interactive display didn't just engage attendees visually — it created a memorable narrative that highlighted the intersection of art, science, and innovation.


Best Use of Greenery
The Garden of Tranquility: Bristol Myers Squibb Bristol Myers Squibb turned its booth at ASCO into a botanical oasis. Vibrant violets, blues, and pinks were woven into the space, softening the typically sterile trade show environment. A small beautifully landscaped "house" sat at the center, surrounded by lush greenery and accented by warm wood elements. A long LED wall, bordered with blooming flowers, added to the tranquil ambiance. Even the benches incorporated miniature potted plants, enhancing the natural aesthetic. This booth wasn't just an exhibit — it was a breath of fresh air in the midst of the high-energy event, providing attendees with a calm, inviting space to relax and recharge. If Eden were a trade show booth, this would be it.