Design Group Italia was commissioned by bluefactoryevents and Sudler Digital to create a stand for Bristol-Myers Squibb, a global biopharmaceutical company, for the congress of AIOM (Italian Association of Medical Oncology) in Rome in October 2017. The idea was to have the stand feature a huge “abacus” where the guests were invited to roll the letters to form names of pharmacological products created by Bristol-Myers Squibb. If the combination matched, an animated light passed along its frame ending in a display where a video with more information about that product was played.