BCBS HubWeek Brand-Immersive Environment Design

PROJECT: BCBS HubWeek Brand-Immersive Environment
CLIENT: Alan & Gerritsen

Blue Cross Blue Shield Defines Healthcare Ingenuity at Boston’s HubWeek

Boston’s HubWeek showcases the technology economy of the region, and healthcare technology is a large part of the economy. Blue Cross Blue Shield of Massachusetts is a leader in data application in healthcare, and Image 4 displayed their accomplishments at the HubWeek event in two converted shipping containers.


  • Environment Design
  • Fixtures and Finishes
  • Graphic Production
  • Fabrication
  • Installation

Project Overview

Boston’s HubWeek is an annual creative festival that showcases the intersection of art, science and technology. Healthcare technology is a large part of the regional economy, and Blue Cross Blue Shield of Massachusetts is a leader in healthcare technology development and application.

As part of BCBS’ major sponsorship program, Alan & Gerritsen Agency commissioned Image 4 to design and produce the BCBS Pavilion, an idea-exchange landing place in the center of HubWeek.

Image 4 used a pair of 40-foot containers as the shell of the project. We then installed an interior wall system on which graphic messaging, brand treatments and technology were mounted. Furniture and lighting completed this engaging interactive Brand Environment.

The structures framed a large presentation deck where speakers and audience participants could engage. Broadcast-appropriate lighting assured that all media content looked great. Installation happened overnight, and the project from start to deployment was accomplished in under 45 days.