AOK

“Time to Connect Digital Health” – the DMEA’s motto – became the spatial concept for AOK. For DMEA 2026, a 45 m² exhibition space was created that deliberately breaks with the classic booth layout: moving away from product islands and barriers toward a space designed to be experienced. At its center is a (digital) marketplace beneath a "Lebensbaum" (tree of life), AOK’s logo. This green landmark creates a visual impact from a distance and provides orientation, while also serving as the booth’s oasis of calm.

Designing a space for slowing down

A seating area winding around the tree invites visitors to settle in and linger—right in the midst of the trade show hustle and bustle, yet deliberately unhurried. Open spaces, marketplace-style roof elements, and a clear layout encourage spontaneous encounters and dialogue on equal footing. Digital health services are presented in a clear, accessible, and personal way via freestanding screen steles and a central media area. Daily keynote presentations held right at the booth transform the marketplace into a lively forum for inspiration, conversation, and networking. Additionally, branded giveaways—apples, nut packs, and water bottles—underscore the holistic approach to health, even in the smallest details.

Guiding principle: “Health. Shaped digitally. Experienced personally.”