For authorized recipients only.
The Open Ring: a one-evening launch for 700 HCPs, seated in the round inside a 30 m LED ring. 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 seating and the 30 m LED wall are open rings, the gaps in them are the doors, and every doctor walks in and out through a break in the ring.
The open shape also carries the positioning. Foundayo is a once-daily oral tablet, built for primary care as much as for specialists. A closed ring reads like a specialists' club. An open ring says any doctor can walk in: the incretin for all.
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.
Joharah Ballroom, Madinat Jumeirah Conference & Events Centre: 1,880 sqm, pillar free, with its own arrival house. The full venue is masked in navy and rebuilt as the Foundayo world: a 30 m LED ring wall around the arena, three entrance activations on the east side, four exit activations on the west, the Broadcast Booth on the south side and the raised VIP platform on the north.
The floor plan is the run of show. Doctors arrive through the tunnel into the registration house, enter the hall from the east door, move through the three entrance activations, take their seats in the round for the reveal, then leave through the four exit activations to the west door. Nobody doubles back. One direction, start to finish.
Valet to interior foyer. E-consent, licence check, NFC badge. Lilly's 150-year heritage on display at the entrance.
The Molecule, the Evidence Explorer, the Patient Experience. Free roam with ushers guiding, never herding.
Seating call at 17:40. Everyone through the breaks in the ring, into seats in the round.
18:28. The kabuki curtain drops, the pill rises, the LED ring lights up. The keynote moment.
The Broadcast Booth anchors the livestream to 900+ remote UAE HCPs.
Content booths, interviews, 1-on-1s, digital goodie bag. Monday morning starts here.
Tunnel, registration, then in through the east door. Doctors move clockwise around the room: the three entrance activations first, the stage and reveal at the center, then the four exit activations on the way out through the west door. In through the east, out through the west. 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.
A 10 m round stage at the center of the room, with seats on every side. The 30 m LED ring wall wraps the bowl and the cloud halo hangs above the stage. Two arcs of seats, two open doors: doctors enter east and leave west. The brief asks for a 360 stage. This concept is built around one.
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.