Holographic 3D Animations for Trade Fairs and Live Events
Project Overview
For global IVD and life science brands including Tosoh Bioscience and Revvity, we have produced a series of holographic 3D animations designed for display on holographic rotor systems such as Hypervsn. These animations transform complex laboratory instruments and diagnostic technologies into floating spatial presentations for trade fairs, congresses, product launches, and showrooms. A holographic display is not a screen. It is an object in space. When executed well, it stops people in a crowded exhibition hall in a way that no banner, monitor, or printed graphic can. For IVD and MedTech brands competing for attention at events like Medica, AACC, or ECP, this is a genuine competitive advantage at the booth level.
The Challenge
Holographic rotor systems impose strict technical constraints that do not apply to standard video production. The animation must work without a background. Contrast, brightness, and visual weight all behave differently in a spatial display than on a conventional screen. The content must loop seamlessly, remain readable from varying distances, and sustain attention without audio - because trade fair floors are loud and visitors rarely stand still. At the same time, the product being displayed is typically a precision diagnostic instrument - a device whose value proposition depends on communicating engineering credibility. The animation cannot sacrifice technical seriousness for visual spectacle. Both have to coexist.
Our Solution
We design each holographic animation specifically for the medium rather than simply repurposing existing product videos. This means rethinking silhouette, motion rhythm, lighting, and visual hierarchy from the ground up for spatial display. For Tosoh Bioscience, we produced holographic versions of the HLC-723 GR01 and AIA-CL300 - adapting existing high-precision 3D models into purpose-built holographic sequences that highlight internal mechanisms and product architecture in a format optimized for Hypervsn playback. For Revvity, we applied the same approach to the VICTOR Kira platform. Each animation is built on the same digital twin used for the standard product film, which means the holographic version is geometrically consistent with all other visual materials - no visual discrepancies between what appears on the booth display and what appears in sales presentations or on the product website.
Impact & Results
Holographic animations produced by REBUS Agency have been deployed at major IVD and life science trade fairs across Europe and globally, where they serve as the centerpiece of exhibition booth presentations for Tosoh Bioscience and Revvity. The format consistently draws attention in exhibition environments where conventional display technology blends into the background. For clients investing in a trade fair presence at events such as MEDICA, MEDLAB Middle East, or EuroMedLab, holographic content turns the booth into a destination rather than a backdrop. The underlying 3D assets also retain their full value outside the event context - in product films, digital campaigns, and sales materials - making holographic production a natural extension of an existing 3D visualization investment rather than a standalone cost.
What This Format Requires
Producing holographic content for IVD and MedTech products requires two things that are rarely found together: deep familiarity with precision diagnostic instrumentation, and specific production expertise in spatial display formats. Getting the product right means understanding how the instrument works and what its key differentiators are. Getting the hologram right means knowing how motion, contrast, and timing behave on a rotor system - knowledge that comes only from direct production experience with the medium. Generic animation studios can produce content that looks good on a screen. Making it work as a floating 3D object in a live exhibition environment is a different discipline.
About REBUS Agency
REBUS Agency specializes in visual communication & 3D animations for IVD and MedTech companies. We work with Tosoh Bioscience, Erba Mannheim, and Revvity to produce 3D animations, product videos, and launch materials that make complex diagnostic technology clear and commercially effective.
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