For authorized recipients only.
THE BLUE HOUR: the launch staged as the minute before sunrise. 700 in the round inside a 34 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 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 34 m LED ring is the mark itself: two arcs, two openings taken straight from the logo geometry (13% of the circle each, 46.8°). The west opening is the way in, the east opening is the way out. Everyone walks in and out through a break in the ring.
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, and at the reveal the pill rises as the sun ignites. Dawn enters the room through the mark's two openings. 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. Two arcs of seating, two open doors.
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 pre-function gallery and its own Water Terrace arrival. Built to the venue's real dimensions in our model. The hall is masked in navy and rebuilt as the Foundayo world: the 34 m LED ring at the center with the logo's own two openings, the six activation zones around it, the Broadcast Booth inside the bowl and the VIP balcony above the entrance doors. Ring LED lands at 395 sqm one-sided, within 1% of the 390 sqm already quoted.
The floor plan is the run of show. Guests arrive across the Water Terrace, register in the 41 m pre-function gallery, walk the threshold tunnel through the west doors, and land on the concourse facing the ring's west opening: the stage is the first thing they see, gated until seating call. They loop the concourse, explore the zones, take their seats through the two openings for the reveal, then exit east past the Wall of Firsts and the content moments. Nobody doubles back. One direction, start to finish.
Arrival along the water, through the colonnade into the pre-function. E-consent, licence check, NFC badge, heritage on display.
A 10 m navy fabric tunnel through the west doors: words appear and fade. It lands you in front of the ring's west opening, stage in view.
The bowl stays gated. Strips guide the loop around it: the Molecule and the Evidence wall north, the Experience Pods south. Free roam, never herded.
Seating call on the strips. In through the mark's two openings, 700 in the round. The pill rises, the ring lights up.
The Broadcast Booth inside the bowl anchors the livestream to 900+ remote UAE HCPs.
The Wall of Firsts, interviews, 1-on-1s, the digital goodie bag. Monday morning starts here.
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.
700 sit in the round inside the last minute of night: the horizon burns low on the 34 m ring, a dark sun waits over the 10 m stage. At the reveal the pill rises, the sun ignites, and dawn crosses the room through the mark's two openings. A 90-second sunrise, held indoors. Consumer session runs it unbranded; the HCP session flips the same hardware to clinical daylight. Comfort stays real: 0.58 m seat centers, 0.92 m rows, a 2 m walkway inside the ring.
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 two openings, 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 Zoom 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 zone sits on a raised platform at the north side of the ring, directly opposite the broadcast booth: protocol seating with its own entry from the Majlis holding suite, seated last, never a separated box. After the show, VIPs leave the same way every doctor does: through the exit activations on the west side.
The exit route is the second half of the experience. Doctors leave the bowl through the west door and pass 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.
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.
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.