Immersive Storytelling at the Wonders of Medicine Exhibition at Novartis Pavilion

Did you know that it takes an average of 10 to 15 years to develop a single medicine? At the Wonders of Medicine exhibition in the Novartis Pavilion in Basel, visitors embark on an immersive journey that unpacks this complex process through innovative storytelling and cutting-edge digital technology. At MuseumNext, Marcel Braun (Director of Novartis Pavilion), Elisabeth Ramm (Associate Partner at ATELIER BRÜCKNER), and Christian Reimann (Lead Concept Media & Media Façade at iart Basel) shared how digital design, media technology, and spatial storytelling were seamlessly integrated to create an unparalleled immersive journey.

A Vision for Engaging Science Communication

The Novartis Pavilion was born from a bold vision: to spark curiosity in science through meaningful, digital-first experiences. Unlike traditional science exhibitions that often rely heavily on static displays and text panels, the Pavilion integrates advanced digital technologies and interactive storytelling to create a fluid, personalised journey. Visitors are not passive observers but active participants, with tools like the Novartis Digital Companion enabling them to engage deeply with complex scientific concepts in an intuitive and accessible way. Marcel Braun highlighted that the Pavilion isn’t just a corporate museum, but an industry exhibition designed to invite dialogue, learning, and connection. Visitors are encouraged not merely to observe but to actively participate in the stories of scientific discovery and innovation.

“The idea was to give visitors the opportunity to dive into a digitally immersive experience,” explained Braun. “It’s not about showcasing objects, but creating a space where people can deeply engage with science through interactive and digestible digital elements.”

A Collaboration in Design and Technology

The project was a collaborative effort between Novartis, ATELIER BRÜCKNER, and iart Basel. Elisabeth Ramm described the journey of transforming complex scientific content into a visitor-friendly narrative. The exhibition design focused on fluidity—a seamless journey where visitors intuitively transition through different thematic zones.

“We wanted to enable an accessible and intuitive way for visitors to engage with scientific content,” Ramm shared. “The key was finding innovative methods to simplify dense information without losing depth.”

Christian Reimann, responsible for the digital integration, elaborated on the groundbreaking media façade that encases the Pavilion. This zero-energy structure combines photovoltaic cells and LEDs to create a dynamic display that responds to the time of day and artistic programming.

“The façade itself is part of the storytelling. It’s a landmark in Basel and an entry point into the Pavilion’s narrative,” Reimann explained. “During the day, visitors are greeted by subtle patterns and text displayed via the direct LEDs, while at night, the façade transforms into an artistic canvas, showcasing illuminated visuals that reflect the human body’s intricate processes. This dynamic interaction sets the tone for the immersive experience that continues inside.”

The Novartis Digital Companion: A Personalised Experience

A key innovation at the heart of the exhibition is the Novartis Digital Companion. This smart device acts as both an audio and media guide, precisely tracking visitors’ positions and orientations in the space using ultra-wideband technology. This ensures each interaction is contextually relevant and deeply engaging.

“The Digital Companion turns the exhibition into a personalised film,” Ramm described. “Visitors navigate through the space like they’re scrolling through a story, with content unfolding organically as they move.”

From Fragility to Innovation: A Narrative Journey

The exhibition unfolds across multiple thematic sections, starting with the fragility of life. Here, real patient stories offer emotional entry points into complex scientific topics. Visitors then progress through areas that demystify the lengthy and intricate drug development process, all the way to forward-looking discussions about the future of healthcare.

Interactive screens, gamified learning experiences, and vibrant 3D visualisations work together to make scientific processes tangible and engaging. Whether it’s assembling molecular structures in a gamified activity or tracing the historical development of medicines on a digital map, the exhibition balances education with exploration.

A Space Where Art Meets Science

Architecturally, the Novartis Pavilion is a triumph of design. The fluid, barrier-free layout encourages visitors to move seamlessly from one chapter to the next. Subtle design cues, such as colour schemes and spatial transitions, help guide visitors intuitively through the narrative.

Ramm emphasised that the Pavilion’s layout mirrors its storytelling philosophy: open, accessible, and deeply engaging.

Shaping the Future of Science Communication

The Wonders of Medicine exhibition isn’t just a showcase of Novartis’s work—it’s a bold reimagining of how science can be communicated in the 21st century. For example, the innovative Novartis Digital Companion transforms visitors into active participants, seamlessly guiding them through complex scientific narratives with location-specific content triggered by their movements. This personalised interaction creates an experience that feels more like navigating a living story than exploring a traditional exhibition. By blending architecture, media art, and interactive storytelling, the Pavilion offers a model for future science exhibitions worldwide.

For visitors, it’s not just about what they learn but how they feel. As Marcel Braun concluded, “The Pavilion is a space where people meet, explore, and leave with a renewed sense of curiosity about science.”

If you’re ever in Basel, make sure to step inside the Novartis Pavilion—and set aside plenty of time. With over six hours of content waiting to be discovered, it’s an experience you won’t want to rush.