Held on April 25 at HALO Events Centre in Bucharest, the venue was transformed into a spectacular setting where technology became an integral part of the experience. The panoramic 360° LED screen, state-of-the-art audio-video systems, and modular architecture created a dynamic scenography designed to support not just a launch, but a format that offered a new perspective on the future of ophthalmic surgery.
The event marked the Romanian market premiere of the new system developed by UNITY VCS. Conceived as an integrated platform, it brings together essential functionalities for ophthalmic surgery, supporting more predictable procedures and more efficient management of operating room processes through precise control, stability, and workflow optimization.
The entire concept was built so that the scientific information was naturally supported by rhythm, imagery, and a memorable reveal moment, in which technology was showcased through a captivating experience. Participants were invited to discover not only the functionalities of the new system, but also its impact on medical practice, in a format that integrated educational content with impactful visual and sensory elements.
The collaboration between Alcon and MullenLowe Romania continued from a shared desire to build a different framework for presenting medical innovation, one in which technology, content, and emotion work together in a unified format.
The event agenda brought together international and local speakers, who addressed both scientific perspectives and concrete clinical applications. The discussions highlighted the current challenges in ophthalmic surgery and the way next-generation technologies can support doctors through greater control, efficiency, and predictability. The event was appreciated by participants and international guests as one of the strongest UNITY launches in Europe, standing out for the quality of its execution, content, and visual experience.
Through this project, MullenLowe Romania’s Events and Experiential division strengthens its role in developing relevant formats for the local market, aligned with international standards. The event created for Alcon reflects a shift in perspective on how medical innovation is communicated, bringing technology closer to doctors’ real-life practice.
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Teams involved:
MullenLowe Romania Team: Roxana-Elena Ștefan (Head of Client Relations Experiential Division), Andrei Bașa (Head of Events), Ciprian Dumitru (Event Manager), Dragoș Voina (BTL Manager), Alex Demeter (3D Graphic Designer), Alexandru Ranete (Graphic Designer), Rareș Boghiu (Art Director), Vali Ionescu (Art Director), Vladi Păunescu (Group Creative Director), Matei Chebeleu (Art Director), Oana Chiriac (Senior Traffic Manager)
Alcon Romania Team: Adina Suciu (National Sales Manager), Raluca Crăciun (Product Manager Surgical), Bogdan Mihai (Surgical Equipment Manager)
About MullenLowe Romania
With 33 years of presence in Romania, MullenLowe is an integrated marketing and communications agency that aims to preserve its entrepreneurial creativity mindset and dynamic spirit. The agency positions itself as a challenger to the traditional way of working in the creative process and adopts a work model based on integration and a holistic perspective on communication.
In Romania, the agency is part of Lowe Group, one of the most important communications groups on the market, alongside Golin, a public relations agency; Initiative, a media agency; and Medic One, specializing in communication in the medical and pharmaceutical sectors.
MullenLowe Romania is part of Omnicom Advertising, the world’s largest creative network, made up of iconic agencies working with enviable clients across all business categories.
For more information, visit romania.mullenlowe.com, the Mullen Facebook page or the MullenLowe Romania LinkedIn page.
About Alcon
Alcon is a global leader in eye care, helping people see brilliantly. The company operates in 60 countries and touches millions of lives in more than 140.
Alcon’s surgical products rank first in customer satisfaction, value, and innovation, while its Vision Care products are among the most trusted in the industry. Its research, grant, and training programs help improve eye care globally.
With a heritage of more than 75 years, Alcon is the world’s largest eye care device company. It has a long history of industry firsts and, every year, invests substantially in research and development to meet customer needs and patient demands. The future builds on this history because, when people see brilliantly, they live brilliantly.
