PHM’s first-of-its-kind upfront aimed to address an unmet need in the health industry by providing healthcare marketers, pharmaceutical manufacturers, and media leaders with a dedicated forum to explore emerging products, services, and ideas. This year’s forum needed to tackle relevant, pressing topics such as shifting media consumption habits, the proliferation of streaming platforms, and—perhaps the most prominent subject across most industries currently—the growing impact of generative AI. It was also important for them to present and address these topics through a programming mix of expert panels, celebrity speakers, and sponsor-led sessions, all while reflecting on a decade of progress and looking ahead to their future goals. DH devised a creative strategy for transforming PHM’s overall concept into reality, translating their forward-thinking theme into a sophisticated “space station hotel” aesthetic and delivering a cohesive production through scenic and environmental design, staging, signage, and decor.

For the 2024 forum, we embraced PHM’s selected meeting theme of ‘The Wonder of Discovery’ with a retro-futuristic design that transformed NYC’s Spring Studios into an immersive, multi-sensory experience. Our scenic renders helped guide the precise planning within the event space, ensuring a seamless and visually stunning experience that would give form to the client’s vision. Drawing on vintage visions of the future, we incorporated chrome accents, neon lighting, and natural textures to amplify their future-focused brand narrative. From a branded welcome area to dynamic programming spaces, every detail—from light fixtures to accessibility considerations—was thoughtfully designed to engage attendees and evoke a sense of discovery while they explored the networking areas.