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Novartis at Milano Design Week with an experiential event

AIM Group is the Novartis’s trusted partner for the experiential event proposed at the Milano Design Week focused on “re-design” migraine therapy

Novartis, for the first time ever, is present at the Milano Design Week with the “Reimagine medicine: Re-DESIGN Migraine” project, an Experiential itinerary to deep dive the migraine burden through welfare and design, with focus on innovation.

Migraine is not a “simple headache” but a strongly disabling neurological disease that affects millions of patients. The three steps experiential journey, brought to life in collaboration with the designer Davide Radaelli, includes:

  • the Experience room, designed to experiment in a truly immersive way some acoustic and visual over-stimulation effects similar to those of a migraine attack;
  • the Migraine Concept Room, an interpretation of the concept of the ideal place of isolation, comfort and protection in which to shelter during the attack;
  • the Migraine relief room, a room prototype, which Novartis offers as a tangible potential solution – small, functional, accessible and easily implemented in a business environment – for better management of attacks in the workplace.

The event, realised in collaboration with AIM Group, was open to the public for 6 days and attracted more than 7.500 visitors, including two reserved events, receiving very positive feedback: visitors were intrigued by the experience offered, media gave attention to the disease, sufferers appreciated the solutions proposed and thanked Novartis for giving visibility to their problems.

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