The exhibition "Wonders of Medicine" in the Novartis Pavillon in Basel represents a new era in the pharmaceutical industry, combining innovation with immersive storytelling. It is a beacon of innovation in its field, redefining the interface between the industry and the broad public. The initiative elegantly narrates the continuum of drug discovery and development, focusing on the patient experience and the complex science behind it.

Originality is the cornerstone of the exhibition's design ethos. It transcends traditional corporate showcases, opting for a narrative that delves into the essence of scientific endeavour without commercial distraction. The interactivity of the media installations invites a participatory experience, ingeniously weaving creativity into the fabric of the space.

The functional design reflects a deep understanding of visitor engagement, ensuring that the journey through the exhibition is intuitive and enlightening. By the means of a multimedia guide, that becomes a digital companion during the visit, the movement of visitors throughout the exhibition is tracked. When approaching an installation, the content will intuitively be displayed. This personalises the exploration, making the complex world of pharmaceuticals accessible and relatable.

In terms of sustainability, the exhibition goes beyond the environmental aspect to promote social and economic discourse on the management of healthcare. As a cultural and educational landmark, it will serve as a catalyst for a transparent conversation about the role of the pharmaceutical industry in society, enhancing Novartis' image as a forward-thinking, community-oriented company. This initiative is a strategic step in positioning Novartis and underscoring its commitment to making a meaningful contribution to healthcare and scientific innovation on a global scale.