The Echo - Novartis Brand Experience - Eurovision 2025
The Echo explored a simple idea: what if science and creativity resonated with each other?
The activation was conceived as the living heartbeat of Novartis' Eurovision experience, connecting science, music and creativity through one continuous narrative. Inspired by resonance, movement and human connection, the experience extended beyond a single installation to create a network of immersive moments across the city.
At its centre, a dynamic stage of light, sound and interaction responded to visitors in real time, while a series of installations invited people to explore the shared curiosity that drives both scientific discovery and artistic expression. Every element was designed to contribute to one coherent experience, where technology, storytelling and participation came together to transform an abstract idea into something tangible and memorable.
German Design Award – Special Mention 2026
The 9-metre suspended disc became the emotional centrepiece of the experience. By combining Novartis' scientific research with newly created AI-generated visuals, the film transformed complex content into an immersive narrative, drawing parallels between science, music and human creativity.
Inspired by vintage optical instruments, this interactive station invited visitors to create their own commemorative pin. Transforming spectators into participants, more than 13,500 pins were produced throughout the event, leaving each visitor with a tangible memory of the experience.
The Sound of Science station invited visitors to compose their own unique soundtrack by combining a series of musical layers inspired by science. Conceived from the ground up, from the interaction concept and user journey to the interface design, the experience was brought to life in collaboration with composer Wolfram Gruss, whose modular score ensured every composition remained harmonious. Each soundtrack could be downloaded via QR code and taken home, resulting in over 2,000 unique music downloads throughout the event.
Client
Novartis
Agency
Expomobilia
Role
Original Concept · Creative Direction · Experiential Design · Project Leadership
Year
2025
Recognition
German Design Award – Special Mention 2026
Creative Team
Creative Collaboration, Film & AI — Janos Deri
Original Score — Wolfram Gruss