For authorized recipients only.
THE BLUE HOUR: the launch staged as the minute before sunrise. 700 in the round inside a 30 m horizon of light at Madinat Arena, one build, two audiences in one day. The first oral GLP-1, revealed live on stage and broadcast to 900+ HCPs across the UAE.
The show is a day in three acts: night, sunrise, day.
This page runs on the same clock.
Scroll, and the whole site moves through the blue hour with you.
The Foundayo logo is two arcs with breaks between them: an open ring that reads as a pill. The breaks stand for patients breaking the cycle of weight gain and loss. We build the whole evening in that shape. The LED horizon is the mark at room scale: a 30 m ring in four arcs. The two openings of the logo become the west and east gates, the way in and the way out, and two quieter gates north and south complete the four for the seating call. Nobody ever crosses a closed line.
The palette carries the show. Navy is night. Electric Blueberry is the sky twenty minutes before sunrise. Turquoise is first light. The brand colors are literally the blue hour, so the room becomes that minute: the ring is a 360-degree horizon, the halo above the stage is the sun (fully digital, on the screen we already rent), and at the reveal the pill rises as the sun ignites. A once-daily morning tablet, launched by staging the morning.
490 primary care, 210 specialists. Built for the PCP's Monday morning.
No back of the room. Arcs of seating, open doors between them.
Three entrance activations on the way in, four exit activations on the way out.
The pill rises from under the stage and the ring lights up, live in the room.
Madinat Arena, Madinat Jumeirah Conference & Events Centre: a 59 × 47 m column-free hall, 2,773 sqm with 12 m clear height, plus a 492 sqm colonnaded gallery. The venue's traditional fabric is owned, not hidden: the gallery becomes the heritage act, Lilly's 150 years, and stepping through the thresholds is stepping into the future. Built to the venue's real dimensions in our model. The hall is masked in navy and rebuilt as the Foundayo world: the 30 m LED ring at the center with four 14-degree gates, 398 sqm of screen one-sided, 8 sqm over the 390 sqm already quoted. The seven activation zones sit around it, the Broadcast Booth inside the bowl, the VIP balcony at +7 m above the entrance doors.
2,773 sqm of hall. The whole journey under one roof.
Room for the ring, the halo and the rigging above the bowl.
The colonnade becomes registration and the heritage walk.
Four arcs at 30 m diameter. 8 sqm over the 390 sqm already quoted.
Cars stop at the north doors. A teal line starts at the kerb and does not break until the stage. E-consent, licence check, NFC badge, all on the move.
41 m of colonnaded gallery: Lilly's 150 years on the plinths, registration desks along the wall, the bar at the centre of the real wall, the Water Terrace beyond.
Through the twin thresholds the ring reads as night. Ten cracks of dawn wayfind the loop: the science zones stay open, the bowl stays gated, nobody is herded.
The cracks brighten beside the gates. Through the opening: a low horizon and a dark sun waiting over the stage. 700 find their seats in the round.
The last minute of night, held. The horizon burns low on the 30 m ring. Nobody in this room has seen the product yet.
A frosted kabuki drops, the pill rises from under the stage, the digital sun ignites in the halo. Dawn crosses the room in 90 seconds.
The room settles above the clouds: ring and halo one open sky, clinical daylight for the science. The same hardware runs the consumer session unbranded.
Terrace, registration, then in through the threshold on the west. Guests move around the ring: the science zones first, the stage and reveal at the center, then the belonging and content moments on the way out east. In through the west, out through the east. The route is an open circle, the same shape as the brand mark.
Every activation has a clear purpose, a target emotion, and one of the brief's pillars. All seven stay open during the talks, staffed by MSLs, while ushers keep doctors moving toward the stage. Three entrance activations build the case on the way in. Four exit activations turn it into action on the way out. Each one is a full built environment, not a booth.
Meet the molecule first. One 3D asset, used three times: this interactive model, the suspended sculpture and LED microscope eyepieces at the Molecule station, and the WebAR invitation. Drag it. Tap the glowing points.
A walk-around, interactive model of the molecule. It makes the non-peptide science physical: why a small molecule survives the gut when peptides cannot, and why a once-daily pill with no food or water restrictions changes the prescribing conversation.
Look into the microscope. Each eyepiece is an LED micro-display: doctors lean in expecting glass and instead see the molecule, the mechanism, and the trial data, told frame by frame.
Doctors step into the patient's shoes: four frosted rooms tell one patient story of the weight cycle. Groups walk through together, no headsets, with claims displayed all around. Theme-park production quality, medical-grade content.
Soundproofed creator cubicles on the exit side: broadcast lighting, a proper mic, on-brand backdrops. Doctors record their take in minutes and walk out with content their audience will actually see.
The press and media corner on the exit side: a lit backdrop, a camera, a moderator. KOLs and attending doctors go on record, so the launch reaches beyond the room.
Quiet, enclosed pods just off the exit route: one doctor, one expert. The questions a doctor will not ask in a crowd get asked, and answered, here.
Takeaway desks on the way out: a single tap moves the whole toolkit to the doctor's phone. Nothing to carry, nothing to lose, everything ready by Monday morning.
The show is a day, in three acts. THE HELD MINUTE: 700 sit in the round inside the last minute of night, the horizon burning low on the 30 m ring, a dark sun waiting over the 10 m stage. THE SUNRISE: the pill rises, the digital sun ignites in the halo, dawn crosses the room, 90 seconds. THE DAY: the room settles above the clouds, ring and halo one open sky for the talks. Consumer session runs it unbranded; the HCP session flips the same hardware to clinical daylight. 700 holds at 0.54 m seat centers, 0.86 m rows, a 1.7 m walkway inside the ring, four gates in.
From the concourse, the ring is the night side of the horizon: dark. Ten thin blades of dawn light break through it, floor to crown, like light through cracks in a door. They are the wayfinding: brighter beside the gates, and they carry words only when the show clock needs them, the speaker's name while the talk runs, DOORS REOPEN during the changeover. One content system, three states: WAYFIND, LIVE, BRAND, cue-stack driven and session-keyed for both audiences.
0.4 m wide, full height. Brighter at the openings, embers between.
One-sided. A fraction of a full wrap; restraint is the design.
WAYFIND, LIVE, BRAND: flips with the show clock on the master cue stack.
Consumer and HCP content keyed separately on the same hardware.
The Broadcast Booth sits at the south side of the ring, in full view of the room. An anchor desk faces the stage across the bowl, camera positions circle the arena, and the live program plays on the arena screens. Doctors watch colleagues go on air during the event, and that visibility is part of the draw. The feed reaches 900+ verified UAE-licensed HCPs watching remotely, with Arabic simulcast and jurisdiction-gated access.
A full broadcast studio inside the venue. It carries the event live to the 900+ HCPs who cannot attend in person. Professional production, not a video call.
Nine-camera live package: fixed ring positions, jib and roaming units, fully crewed, per the production quotation.
Professional vision mixer, live cuts. A show director, not a stream operator.
Lower thirds, transitions and data overlays, all on one timecode.
Broadcast mix plus a simultaneous Arabic translation feed.
Custom branded player, registration-gated for verified HCPs.
Q&A, polls and resource downloads inside the player.
The remote experience. Remote HCPs follow the full scientific journey with broadcast-quality audio, translated content, and direct access to resources.
The VIP and government lounge sits on the existing balcony at +7 m, directly above the entrance thresholds, with its own protocol entry from the Majlis holding suite. Ministers and principals read the full open ring in a single glance: the horizon, the halo, the 700 in the round. Seated last, announced never, and after the show they take the same exit journey as every doctor, past the four exit activations to the east.
The exit route is the second half of the experience. Doctors leave the bowl and turn east past four exit activations: Content Booths for on-camera takes, Interviews at the press corner, 1-on-1 Pods for private conversations, and the Digital Goodie Bag desks, where every doctor collects their toolkit before leaving. Every recorded clip runs through production support and the two-tier compliance review.
Valet, interior approach, registration and e-consent. Patient Experience pods depart every three minutes. Doctors pass the Lilly heritage display, then step into the Foundayo world.
Free roam of the three entrance activations. Food and drink service open, the Broadcast Booth live on air, KOL self-record slots running.
The lighting shifts to signal the move, no announcements. Ushers guide everyone through the breaks in the ring to seats in the round.
The centerpiece show: the cycle of weight gain and loss, broken on stage. A frosted kabuki screen drops, the pill rises from under the stage, the full LED ring lights up. Seven timecoded minutes.
A 40-minute dialogue format with KOLs and two patient archetypes, one weight management and one T2D, kept as two distinct stories.
Doctors move back out through the breaks in the ring to the activation floor: last commitments at the ring, the Farewell Table, final studio recordings.
Toolkit tapped to their phones, follow-up consented, the first patient conversation already in mind.
This is the live wireframe of the real Madinat Arena model, the same geometry every render on this page comes from. Scroll inside the frame and the camera walks the full guest journey: the car drop, the gallery, the thresholds, the concourse, the bowl. The proposal is built to the venue's true dimensions, and you can check.
The scientific launch ends. The crew reskins the room. The same walls become a summit for the public.
A wellness summit, open to the public. Unbranded, disease awareness first. The hardest part is starting, so the whole room is built to help you begin.
A ten metre corridor of words on fabric. You physically step through a threshold. The first decision of many, made by walking.
The science of you. A hologram body above four touch tables: metabolism, hormones, hunger, set points. Your body is not broken. It is complex.
Break the myths. Touch the wall and watch the old lies shatter into particles. Write a belief to release, and let the water take it.
Story pods. Real people, real journeys, in intimate light. You are not alone. Record your own, or simply sit and listen.
The Wall of Firsts. Thousands of glowing commitments from everyone who came before. By the end of the day, you are part of something bigger.
The neon arch. The infinity mirror. The content booth. Share the moment. Reach that spreads through beauty, not through an ask.
The public summit clears. The crew reskins the fascias, swaps the inserts, changes the light and the scent. The same room, the same ring, a second show.
Licence-verified list, badge control before any Foundayo surface, invitation wording per MEA Code. No Foundayo-visible surface outside access control.
Every claim surface clears Lilly MLR via VVPM and runs under the VEM workflow. Regulatory file built for MOHAP and DHA jointly.
Lilly branding in the arrival and entry areas, Foundayo inside the hall. The split is measured in floor area and seat counts, not estimated.
74.2 percent of the stage block is scientific content (89 of 120 minutes), evidenced by the timed run of show and badge dwell data.
Patient Experience rooms and Content Booths are hard no-filming zones: in the camera plan, on the signage, in the consent language.
Every claim surface exists in WM-only and dual-indication versions, switchable at T-72 hours as the T2D registration lands.
"I have never seen a pharma event like this, and I now know exactly how I will use Foundayo on Monday morning."
On 19 September, 700 doctors see the evidence, experience the Foundayo launch first-hand, and leave knowing how they will use it with their next patient. That is what this event is built to deliver.