For authorized recipients only.
The Open Ring: one evening, 600 doctors inside a ring that never closes. The first oral GLP-1 revealed live, in the round, and broadcast to every corner of the UAE.
Two arcs that read as a pill. Breaks that mean patients breaking the cycle of weight gain and loss. The Open Ring takes that one brand rule and makes it the architecture of the entire evening: every gap in every ring on the floor is a doorway, and every time a doctor steps through a break, they physically perform the brand idea.
The breaks are doors, and doors are access. A closed ring is a specialist's club. An open ring is a therapy the primary care physician can walk into. The geometry itself argues the positioning: the incretin for all.
420 primary care, 180 specialists. Built for the PCP's Monday morning.
No back of the room. Two arcs of seating, two open doors.
Three stations charge the way in. Four release the way out.
The cycle of weight gain and loss, broken. Live, in light, 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, entry activations on the east side, exit activations on the west, a broadcast dock to the south and a protocol dock to the north.
The floor plan is the run of show. Doctors enter from the west threshold into the arrival house, move through the four activations that ring the arena, take their seats in the round for the reveal, then exit east through the Next-Day Gallery and the KOL pods. Nobody doubles back. The room itself walks them from curiosity to commitment.
Valet to interior foyer. E-consent, licence check, NFC badge. The Lilly world: 150 years at the threshold.
The Molecule, the Evidence Explorer, the Patient Experience. Free roam with ushers guiding, never herding.
The summons at 17:40. Everyone through the breaks in the ring, into seats in the round.
18:28. Kabuki drop, pill lift, ring ignition. The keynote moment.
The Glass Booth desk 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. The room pulls doctors clockwise: the activations charge one side, the reveal holds the center, the exit activations release them out the other. In one door, out the next. The flow walks a circle, and like the brand mark, the circle never closes.
Every activation names its purpose and the emotion it creates, holds one of the brief's pillars, and stays open through the talks with MSL-led briefings while ushers drive toward the stage rather than closing the experience. Three stations charge the doctor on the way in. Four release the conviction on the way out. Each one is a room-scale argument, not a booth.
The non-peptide story told as an object: why a small molecule survives the gut when peptides cannot, why once-daily oral with no food or water restrictions changes the conversation.
Look into the microscope. Each eyepiece is an LED micro-display: doctors lean in expecting glass and find the hidden world instead, the molecule, the mechanism, the trial story told frame by frame.
Doctors step into the patient's shoes: four frosted rooms, one lived story of the weight cycle, pod-guided and headset free, hanging claims all around, a Disneyland-of-the-molecule feel.
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 release side: a lit backdrop, a camera, a moderator. KOLs and attending doctors go on the record and the launch reaches past the room.
Quiet pods off the exit route for the conversation the floor cannot hold: one doctor, one expert, the question that decides whether Monday changes.
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 inside a full seating bowl, wrapped by the LED ring wall and crowned by the floating cloud halo. Two arcs of seats, two open doors, every chair inside the story. The 360 stage the brief asks for is this concept's native geometry, not an accommodation.
At the south dock, in the middle of the room: the Glass Booth, the visible broadcast home. An anchor desk facing the stage across the bowl, camera positions ringed around the arena, a live program bug on IMAG. Doctors watching a colleague go live IS the buzz mechanic. The feed reaches 900+ verified UAE-licensed HCPs with Arabic simulcast, jurisdiction gated.
Broadcasting to thousands. A fully equipped broadcast studio within the venue, translating the in-person experience for HCPs who cannot attend. Professional production, not a Zoom call.
4 broadcast cameras + 2 roaming gimbals, the jib move choreographed into the show.
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 dock: protocol seating with its own entry, seated last from the Majlis holding suite, never a separated box. The "no back of the room" rule holds for everyone, ministers included.
The exit is a designed act, not a door. Out of the bowl through the western break, into the release side of the ring: interviews at the press corner, 1-on-1 pods for the quiet conversations, content booths for the loud ones, and the digital goodie bag desks handing every doctor their toolkit before the night ends. Production support and the two-tier compliance pipeline sit behind every clip.
Valet, interior approach, registration and e-consent, the Patient Walk pods dispatching every three minutes, the heritage threshold into the Foundayo world.
Free roam of the four activations, grazing open, the Glass Booth live and optically clear, KOL self-record windows running.
Light choreography, no announcements. Ushers guide everyone through the breaks in the ring to seats in the round.
The cycle of weight gain and loss, broken. Frosted kabuki drop, sub-stage pill lift, ring ignition. Seven timecoded minutes.
A 40-minute dialogue format with KOLs and two patient archetypes, one weight management and one T2D, never collapsed into each other.
Back through the wall to the floor: commitments at the ring, the Farewell Table, last studio takes.
Toolkit card in hand, follow-up consented, first 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 at the approach and threshold, Foundayo inside. Territory and chair ratios computed, not asserted.
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 Walk interiors and Lab 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.
The cycle has always closed on patients. On 19 September, 600 doctors walk the story, see it break open, and leave with the first conversation already in mind.