Convention Madrid

For: Novartis

By: Mixer Eventi


Mixer Eventi was chosen by JTW for Novartis to design, organize, set-up and manage an energetic and proactive event. The aim was to create an event with an innovative approach, during the launch of a new product at the Circuito de bellas Artes in Madrid, where the global sales force could discover a bit more about the medicament and the renewed business strategies.

Operational Processes


In a first organizational phase, Mixer Eventi had the task of delineating the aim and concept of the event, defining the operational line and all the necessary steps to make.


Once on site Mixer’s team transformed the convention room with audio, video and light equipment. The entire scenography was created thanks to a video projection on reflecting Lurex set in a circular form, capable of enveloping the audience with its 300° cyclorama.


In addition to the projection on reflecting Lurex on the inside, Mixer Eventi decided to create a dynamic projection on the façade of the Casa de America palace. For the event, the team created the multi-screen show as well as impactful slides.

Interactive televote

Thanks to the interactivity element the participants were directly involved and these made the event incredibly effective and ultimately a proper success.


Mixer Eventi was responsible for the direction of the whole event, making every moment of it an intense and unforgettable experience.

Technologies and competencies

This event required the participation of the majority of Mixer’s team. Audio & video engineers, technical direction and effect team created a unique audiovisual experience in collaboration with the production and post-production team and the artistic direction. The team used last generation projectors, including a reflecting Lurex on a cyclorama.

The final result

Novartis had an amazing and unforgettable moment of sharing and scientific confrontation that saw the sales force take a more in depth alternative look into the company’s strategy and the presentation of the new product.

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