ViaVerte Launch Reception
Medtronic introduced its new ViaVerte system at this year’s ASPN Conference in Miami with an experience designed to go beyond a traditional product launch. At the center was the ViaVerte BVNA Garden, an exclusive VIP reception where physicians could explore the technology firsthand through hands-on demos and interactive trivia, connect with the Medtronic team, and enjoy the evening in a relaxed, welcoming setting. From the custom entry arch and branded signage to the activations and environmental details throughout, we shaped the experience from concept through production, creating an elevated space that made the launch feel memorable, intentional, and distinctly ViaVerte.
CREATIVE DIRECTION
DESIGN
SPACE PLANNING
Starting with an open lawn, we set out to create a layout that felt intentional, engaging, and visually connected to ViaVerte itself. Inspired by the shape of the device and the idea of the “path of the vertebra,” the space was designed around a series of pathways that invited attendees to move through the environment, make their own choices, and experience the brand in a more interactive way.
CONCEPT VISUALIZATION
Using a combination of SketchUp, AI, and Photoshop, I developed an artistic concept render that helped the Medtronic team visualize the experience and build excitement internally and with their partners. While a few details evolved throughout the process, the final environment remained remarkably close to the original concept, allowing us to carry the vision from early idea through the finished event.
