Project context
Alpha Health & Fertility Fair 2025 was held in December 2025 in Jakarta with a pregnancy planning theme heading into 2026. Alpha IVF as Southeast Asia's leading fertility clinic came with a main fair booth serving three functions: awareness space, private consultation with doctors, and interactive learning zone for couples who are planning.
Magna Production came in as fit-out partner to build the booth + consultation area. Unique challenge: a public event containing private interactions (medical consultation). Booth design had to be welcoming for general audience, but also confidentiality-ready for 1-on-1 consultations running in parallel.
Scope of work
- Main booth footprint 12 x 8 meter, double-height structure for visibility across the venue
- 3 private consultation pods, each 2.5 x 2.5 meter with sound-dampened walls
- Interactive learning zone with touchscreen educational content on fertility planning
- Reception + registration counter with integrated check-in tablet
- Wayfinding signage and brand wall using Alpha IVF palette
Challenge: clinical feel without "hospital feel"
Healthcare branding has a paradox. It needs to feel clean and professional (clinical), but for a fair audience — planning couples — if it feels too hospital they become anxious, not confident. Three material decisions shifted the feel:
- Warm white instead of cold white. Alpha IVF brand uses soft warm tones (Pantone Warm Gray 1C) on wall panels, not pure white. Feels clean but welcoming.
- Natural wood accent at reception + lounge area. Plywood-faced with matte birch veneer finishing. Memorable, approachable.
- Indirect LED, not overhead direct. Lighting from wall washers not ceiling spotlights. Reduces shadows on faces during consultation.
Technical challenge: sound isolation for consultation pods
Private consultation pods sit in a venue with fair background noise (music, announcements, crowd). Without sound isolation, consultation sound leaks out and other visitors can hear — a privacy breach for sensitive fertility topics.
Our solution: a 3-layer wall system — exterior paint-finished MDF panel, 2-inch acoustic mineral wool core, interior perforated wood panel with acoustic backing. Plus door gaskets sealing all edges. Tested with sound meter before install.
- Pod interior ambient noise: <35 dB
- Wall sound transmission class (STC): 42 — enough that normal consultation voice does not leak
- Ventilation with acoustic baffles — airflow without creating a sound path
How we executed
- Pre-production workshop with Alpha IVF brand team to lock palette and material samples (one week).
- BIM modeling for venue fit — venue had limited ceiling grid for rigging, and low clearance in parts. Design adjusted to avoid conflict.
- Fabrication at Bekasi workshop: wall panels, pod structure, furniture — all pre-assembled to modular level for transport.
- Acoustic QC — 1 pod built fully at workshop, sound meter tested at 5 positions (corners + center). Passed <35 dB ambient criteria.
- Install at venue in 2 days. Day 1: structure + walls. Day 2: finishing + interactive display + branding dressing.
- Overnight dismantle after fair close. Reusable modular components inventoried for next fair, with refurbishment protocol handed over.
Details that needed extra attention
- Accessibility — pod door width 90cm (not minimum 80cm) for wheelchair or couple-with-stroller access.
- Sanitizable surfaces — every touch surface uses melamine-faced MDF that can be wiped with 70% alcohol without damaging finish.
- Visual privacy — small window on pod door uses frosted acrylic, not clear glass. Staff can see if pod is occupied, but cannot see faces.
- Branding subtlety — Alpha IVF logo uses metallic gold inlay, not print. Premium tier for premier-tier clinic.
Results we observed
Fair ran 3 days. Alpha IVF booth was consistently a crowd favorite — consultation pods fully booked with waitlist. Feedback from Alpha medical team: consultation flow was comfortable, no complaints about sound leak or privacy concerns. Pod components went into Alpha IVF inventory for future fairs, with refurbishment protocol handed over.
What we learned: healthcare fairs need dual design vocabulary — clinical reliability + consumer warmth. Material choice at the detail level (not just color, but tactile quality and acoustic behavior) is what shifts experience from "hospital booth" to "welcoming space".
Related services
- Interior Fit-out — consultation pods, clinical-grade surfaces
- Exhibition & Event Booth — main booth + reception area
- Custom Furniture — counter, lounge seating, wayfinding
