Event description

Join our expert panelists in a lively discussion about interactive and environmental design for trade show environments. What goes into creating an engaging user experience for a trade show attendee? How should design balance stakeholders’ goals, booth vendor requirements, and design best practices to create an exhibit that meets everyone’s needs? We’ll answer these questions and more in a 60-minute panel discussion with experts in the field.

Doors open at 6:00 pm. The discussion will run from 6:30 to 7:30, followed by a meet-and-greet with refreshments.

A full list of panelists will be announced closer to the date of the event.

The panel will be moderated by Richard Luong, a seasoned art director, designer, and current member of Viscira’s Visual Design team with over 15 years of advertising experience. 

Gretchen Harwood brings over a decade of experience with interactive media design to creative strategy, vision, and communication, emphasizing digital storytelling to the life science and pharmaceutical industry. In addition to leading the Visual Design team at Viscira, she collaborates with cross-functional teams on an array of projects including design for augmented reality (AR) and virtual reality (VR), environmental design for trade shows, in-house innovation endeavors, and design for digital interactive experiences including websites and mobile applications. Gretchen possesses extensive experience in branding across many different therapeutic areas and disease states, including hematology, oncology, rheumatology, nephrology, diabetes, and respiratory illness.

Hagop Kaneboughazian (Kane) brings over 15 years of animation production experience to Viscira as executive creative director and animation department head. Previously the vice president of a successful animation studio and having run his own boutique animation company, Kane’s past animation experience includes television commercials, game cinematics, music videos, short-format films, and educational films. However, for the past 10 years his sole focus has been on creating award-winning scientific animations for the pharmaceutical and medical device industries—combining science with cinema. 

Paula Lerner has been designing experiences (digital and service) for over seven years. With a strong scientific foundation and design roots at the Stanford d.school, she utilizes her comprehensive scientific expertise and the design thinking approach to devise strategic and delightful solutions. Paula has years of experience designing, presenting, and deploying solutions for life science clients in the US and Europe, spanning media such as iPad apps, web, and trade show solutions including AR and VR programs. Presently the director of user experience at Viscira, Paula earned a BS and PhD in Genetics from UC Davis as well as certifications from Stanford in Design Thinking and Innovation & Entrepreneurship.

Alan Wolf is cofounder and president of California Model & Design Group, Inc. (CMD). Founded in 1982, CMD’s main focus is model making and prototyping for industrial design, architecture, advertising/photography, and litigation. Alan is also adjunct professor of Industrial Design at California College of the Arts, and a founding member of the Association of Professional Model Makers.



Event Type: Host

Event Focus: Digital, Experience Design, Other: Environmental Design

REFUND POLICY: We do not offer refunds. If the event is sold out, we might be able to give your spot to someone on the waitlist.

By purchasing a ticket you are agreeing to the terms of the  SFDW Weapons-Free Policy

By purchasing this ticket you agree to photo and video taken on site at the event and release aigaSF or its partners to use the photos/video for promotional purposes

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Register for Opening Night Party June 20th.