Friday night is a hybrid clinical launch, with a vision to reach 700 HCPs face to face and up to 1,000 HCPs virtually. Saturday is FIRST STEP, an unbranded public summit. Both occupy the same 30 m open ring, with content, lighting and access reset overnight.
6 NOV 2026 · 7:00 PMFRIDAY · HCP LAUNCH
MADINAT ARENAMADINAT JUMEIRAH, DUBAI
7 NOV 2026SATURDAY · FIRST STEP · TIME TBC
700FACE-TO-FACE HCP VISION
UP TO 1,000VIRTUAL HCP REACH
SCROLL · ENTER THE ROOM
TWO-DAY OUTLINE
Friday is Foundayo. Saturday is FIRST STEP.
One venue supports two separate audience journeys. The reset happens overnight, with no same-day compromise.
19:00 · FRIDAY 6 NOVEMBER
Foundayo HCP launch
Doctors enter through two clinical activations, take their seats in the round, then leave through three action-focused exits.
OVERNIGHT
Content and lighting reset
Approved content, signage, lighting, scent and staffing reset for the public experience.
TIME TBC · SATURDAY 7 NOVEMBER
FIRST STEP public summit
An unbranded disease-awareness day. Audience timing and the final agenda remain subject to confirmation.
THE BIG IDEA
The open ring becomes the event.
The Foundayo mark becomes a 30 m ring in four arcs. West and east form the main arrival and exit. North and south support the seating call. A 10 m central stage and overhead halo place every guest inside one continuous world.
700FACE-TO-FACE HCP VISION
Proposed mix: 490 primary care, 210 specialists.
360°IN THE ROUND
No back of the room.
2+3ACTIVATIONS
Two entrance, three exit.
7 MINPROPOSED REVEAL
A timecoded central sequence.
THE VENUE
Madinat Arena fits the journey.
The 59 × 47 m column-free hall holds the 30 m ring, five activation zones and broadcast positions. Its 492 sqm gallery carries registration and the heritage walk. The proposed screen surface is 398 sqm, 8 sqm above the quoted 390 sqm basis.
THE HCP JOURNEY · IN FROM THE WEST, OUT THROUGH THE EAST
01 / 06
ARRIVAL · THE GALLERY
Registration keeps moving
Licence check, e-consent and NFC badge sit inside the heritage walk.
ENTRANCE · TWO ACTIVATIONS
Evidence before the arena
The Evidence Explorer and Case Navigator prepare the clinical conversation.
SEATING · OVERHEAD VIEW
Vision: 700 HCPs face to face
Four gates and floor lighting guide guests to the bowl.
THE REVEAL · PROPOSED 7 MINUTES
The ring ignites
The kabuki drops, the central pill rises, and ring and halo turn white.
THE PROGRAM · LIVE + FILMED
The science takes focus
KOL discussion and patient stories move from stage to camera.
THE EXIT · OUT EAST
Three ways to act
Press Positions, Interviews and the Digital Goodie Bag.
THE ARRIVAL
THE FLOW
Enter west. Leave east.
The route follows the open ring: evidence first, the show at the centre, then three practical next steps on exit.
WATER TERRACE
REGISTRATION
IN FROM THE PREFUNCTION
1 · EVIDENCE EXPLORER
2 · CASE NAVIGATOR
3 · PRESS POSITIONS
4 · INTERVIEWS
5 · GOODIE BAG
EXIT · EAST
THE FIVE ACTIVATIONS
Two build confidence. Three turn it into action.
The entrance builds understanding. The exit captures content, questions and follow-up.
ENTRANCE ACTIVATIONSEvidence Explorer · Case Navigator
CONCEPT VISUALISATION
1
THE EVIDENCE EXPLORER
EMOTION · CERTAINTYPILLAR · CONFIDENCE
Doctors choose a question, follow the evidence, and see what changes in practice.
Why
Turn approved evidence into one clear clinical answer.
How
A curved data wall and touch stations create guided paths by specialty.
Result
The answer lands with its source visible.
CONCEPT VISUALISATION
2
CASE NAVIGATOR
EMOTION · RECOGNITIONPILLAR · ACCESSIBILITY
Work through a patient case. Choose the next step, see the consequence, and compare it with the evidence.
Why
Move from evidence to a confident clinical decision.
How
A circular shell frames a standard flat display and touch control.
Result
A clear next step for the next suitable patient.
EXIT ACTIVATIONSPress Positions · Interviews · Digital Goodie Bag
PROPOSED EXPERIENCE
3
OPEN-AIR PRESS POSITIONS
EMOTION · PRIDEPURPOSE · CAPTURE
Open-air positions sit outside the arena, built like a White House lawn hit: camera, mic and controlled backdrop, with the event visible behind the speaker.
Why
Visible event energy invites participation.
How
Marked positions use directional mics, key lights, cameras and producers.
Result
Faster KOL handovers, flexible angles and no sealed-box build.
PROPOSED EXPERIENCE
4
INTERVIEWS
EMOTION · AUTHORITYPURPOSE · AMPLIFY
Booked KOL interviews feed approved press, sales and post-event content.
Why
Credible voices carry the launch beyond the room.
How
A moderator and camera crew run scheduled slots.
Result
Reviewed footage for approved channels.
PROPOSED EXPERIENCE
5
DIGITAL GOODIE BAG
EMOTION · READINESSPURPOSE · EQUIP
One tap moves the approved toolkit to the doctor's phone.
Why
Make the next action easy.
How
NFC or QR links resources, replay and consented follow-up.
Result
A useful toolkit with nothing to carry.
THE SHOW · IN THE ROUND
One ring. One halo. A vision for 700 HCPs face to face.
The vision is to welcome 700 HCPs face to face inside the 30 m ring around a 10 m central stage. Ring and halo create one continuous picture, with no front, no back and no bad seat.
THE ROOM30 M RING · ONE CONTINUOUS WORLD · NO BAD SEATFROM THE SEATSTHE HALO OVERHEAD · THE STAGE TEN METERS AWAY
THE HYBRID SETUP
A hybrid setup reaching up to 1,000 HCPs virtually.
A visible studio inside the ring is designed to reach up to 1,000 verified UAE HCPs virtually, with Arabic simulcast, live Q&A and on-demand replay.
ON AIR, IN THE ROOMANCHOR + INTERVIEW SET · SOUTH DOCK · FACING THE STAGE
9CAMERAS
Fixed, jib and roaming positions.
2AUDIO FEEDS
Broadcast mix plus Arabic.
LIVEINTERACTION
Q&A, polls and resources.
PROTOCOL & VIP
The VIP balcony: the whole bowl in one view.
The existing +7 m balcony gives principals a complete view of the ring, with direct protocol access from the Majlis holding suite.
+7 mBALCONY LEVEL
The full bowl in one view.
MAJLISPROTOCOL HOLDING
Dedicated arrival and holding.
SAMEEXIT JOURNEY
One route for every guest.
THE EXIT JOURNEY
The exit route: three activations on the way out.
Doctors leave east through open-air Press Positions, booked Interviews and the Digital Goodie Bag. Each touchpoint captures one useful next action.
DIGITAL GOODIE BAGTAKEAWAY DESKS, ON THE WAY OUTPRESS POSITIONS · INTERVIEWSOPEN-AIR CAPTURE OUTSIDE THE ARENA
WALK IT LIVE
Don't take our word for it. Drive the model yourself.
The live model uses Madinat Arena geometry. Scroll through arrival, gallery, concourse and bowl.
MADINAT ARENA · INTERACTIVE WIREFRAMELIVE MODEL · SCROLL DRIVES THE CAMERA
TAKE CONTROL
CLICK, THEN SCROLL TO WALK THE VENUE
THE FILMS
Walk it before it is built.
ARRIVAL SHOW FINALELIGHTING MOODS · 700-HCP VISION
IMMERSIVE FLYTHROUGHON STAGE, IN THE ROUND
UNDER THE HALOTHE HALO ABOVE THE STAGE
GUEST JOURNEY POVARRIVAL TO ARENA
TWO DAYS.TWO WORLDS.ONE OPEN RING.AN OVERNIGHT RESET.
TWO DAYS.TWO WORLDS.ONE OPEN RING.AN OVERNIGHT RESET.
THE OVERNIGHT RESET
FRIDAY: FOUNDAYO.
SATURDAY: FIRST STEP.
TWO DAYS. TWO WORLDS.
The core ring stays. Approved content, lighting, signage and staffing reset overnight.
DAY TWO · SATURDAY 7 NOVEMBER 2026
FIRST STEP.
The ring returns as an unbranded public wellness summit for about 2,000 consumers. Same arena, new audience, clear disease-awareness purpose. Timing remains TBC.
~2,000CONSUMERS
Free-flow journey.
6ZONES + STAGE
One loop around the ring.
TBCPUBLIC TIMING
Final agenda to confirm.
Working stage agenda, subject to confirmation:
Opening film and Lilly welcome
MC opening and keynote
Global-to-local expert conversation
Modern health pressures panel
Final reflections and trusted-advice close
01
Emotion · resolve
START
Words in the gallery turn arrival into the first decision.
Shared hardware · the prefunction gallery
02
Emotion · fascination
LEARN
Touch tables make metabolism, hormones and hunger easier to understand.
Shared hardware · the clinical touch stations
03
Emotion · release
UNLEARN
Touch the wall and watch old myths break apart.
Shared hardware · the Evidence LED wall
04
Emotion · belonging
CONNECT
Real stories create a quiet moment of recognition.
Shared hardware · the Case Navigator structures
05
Emotion · pride
BELONG
The Wall of Firsts turns personal commitments into a shared picture.
Shared hardware · the exit LED wall
06
Emotion · joy
AMPLIFY
Open-air capture positions help visitors share the moment.
Shared hardware · the Press Positions
SHARED PLATFORM · OVERNIGHT RESET
The core hardware stays. The audience world changes.
The Myth WallBECOMESThe Evidence Explorer
Story pathsBECOMECase Navigator
Public captureBECOMESOpen-air Press Positions
Ambassador interviewsBECOMEHCP Interviews
Starter-kit tapBECOMESDigital Goodie Bag
Approved content, lighting, signage and staffing reset overnight. The ring and core infrastructure stay.
COMPLIANCE BY DESIGN
Compliance is built into the design, not added at the end.
HCP-ONLY
Licence verification and badge control sit before every Foundayo surface.
APPROVED CLAIMS
Scientific content follows Lilly MLR, VVPM and VEM workflows.
CONSENT BY ZONE
Case Navigator is no-filming. Press Positions are opt-in, marked and consented.
TWO-DAY SEPARATION
Saturday stays unbranded and disease-awareness only.
"I have never seen a pharma event like this, and I now know exactly how I will use Foundayo on Monday morning."
Friday builds clinical confidence. Saturday opens the ring to the public. Two days, two worlds, one clear platform.
XLAB · EXPERIENCE-TECHNOLOGY STUDIO · DUBAI · CONFIDENTIAL, FOR ELI LILLY
