Novartis
Global Congress Pavilion
ATS Annual Congress, San Diego (2025) · Experiential Pavilion
“Maintaining the same branded environment while dramatically reducing weight, cost, and environmental impact.”
Novartis
ATS Annual Congress, San Diego (2025) · Experiential Pavilion
“Maintaining the same branded environment while dramatically reducing weight, cost, and environmental impact.”
A modular congress pavilion built on the ReForm Wall™ system — the same branded presence as a traditional structural build, at a fraction of the weight. 2,976 lbs of wall condensed to 526, and booked for three more shows.
Deliverables
82.3%
Reduction inShipping Weight
Reduced total system shipping weight from 2,976 lbs. to just 526 lbs. through lightweight modular wall construction.
39%
Reduction in Shipping Emissions
The lightweight ReForm Wall™ system significantly reduced transportation-related carbon impact.
$14,812
in Cost Savings
Lower freight, handling, and operational costs generated over $14K in savings from a single structure conversion.
300%
Increase in Lead Generation
Spatial planning, micro-activations, and enhanced visitor engagement strategies helped increase on-site lead generation by more than 300% year-over-year.
Novartis requested a scalable, premium congress solution that delivered the exact same visual weight as their traditional heavy structural walls but met strict, newly-enforced corporate ESG requirements for carbon reduction and zero landfill targets.
The primary hurdle was physical and structural. Standard custom wood frames require significant fuel to transport, a large labor crew for heavy-duty assembly on-site, and result in tons of single-use debris after the trade show floor clears. Novartis needed high-finish, high-durability surfaces that looked permanent but shipped light and configured endlessly.
AXIOS NYC engineered the ReForm Wall™ — a proprietary modular framing structure that integrates architectural aluminum trusses with tensioned textile membranes and recycled honeycomb cores. This system features precision-fitting slots for micro-activations, dynamic screen arrays, and structural shelving, built entirely from responsible materials.
Delivered in partnership with Meridian Pharma, the ATS booth became a blueprint for high-efficiency design. The entire 2,976 lb structural layout was condensed to a mere 526 lbs. Low handling and freight costs generated more than $14K in direct savings on the very first show conversion, and the modular system has been packed, stored, and re-scheduled for three upcoming global congresses.
