McMillan Group's goal was to express an organic fluid form representing Alcon's new ophthalmic surgical water tool. The design also complemented the ad campaign that treated the eye surgeon as an artist and the new Infiniti product like a fine instrument.

McMillan Group created metaphors for the Alcon theme. The exhibit expressed the lyrical forms of a symphony as a backdrop showcasing the live musical performances to announce their new product.

Through lighting effects, the exhibit gradually changed colors reflecting the optical nature of Alcon business.

The main approach into the space featured a multi-level stage and 46 ft. wide LED screen. A ramp to the right led to the product display area and observation deck.

To the left of the main stage were meeting rooms and demonstration suites created to engage each customer on a personal level.

This fluid sculptural exhibition space spiraled up around the central performance stage where leading classical artists appeared in a guest performance.