As the only two-storey booth on the exhibit floor of the American Diabetes Association Annual Scientific Sessions at McCormick Place in Chicago, Novo Nordisk's display towered over all other exhibits and captured the interests of the many delegates by using some of AVW-TELAV's most current technology solutions.

Novo Nordisk, a Denmark healthcare company with the broadest diabetes product portfolio in the industry and a world leader in diabetes care, hired Flex Design, a communication company that specializes in professional meeting spaces, to produce the custom built two-storey structure for Novo Nordisk's exhibit. AVW-TELAV worked with Flex Design to position a variety of video displays within the structure to pique the interests of the physicians and nutritionists observing the booths throughout the venue.

"Novo Nordisk's booth was, by far, the largest booth on the floor," said Wylie Gerrard, National Sales Manager, National Sales Group, Exhibitor Sales and Services, U.S. division. In order for Novo Nordisk to effectively communicate its brand messaging, Wylie and his crew assembled two large LED displays in the booth, each 11' wide by 18' tall, and each consisting of 84 Barco, 6 mm LED tiles. They also configured eight 42" plasma monitors to make two separate 1x4 modular displays.

All the display technology and messaging was sourced from and controlled by a Dataton Watchout System.

The biggest challenges Gerrard and his team faced were building the LED walls as embedded elements in the two story booth structure and signal routing. "The two LED walls were on opposite ends of the booth, as were the plasmas, and we needed to provide the same signal to both sets of displays from one set of Watchout computers."

The team put their heads together and resolved the potential predicament. "We engineered a network of CAT 5 cables to distribute the video signals, which had to be routed through the structure of the booth, then we used FSR Twisters to convert the computer video signals to and from CAT 5" detailed Gerrard.

With a healthy mix of boldness and ultra-modern technology displayed in its exhibit space, Novo Nordisk, one of the world's leaders in health care, was an obvious leader at this event.