Since the Walgreens Boots Alliance (WBA) announced Walgreens Health as a standalone business in 2021, increased awareness of this significant shift in local healthcare and its delivery has been high on the list of WBA's B2B objectives. HLTH 2023 proved the ideal place to reintroduce Walgreens Health as a brand and as a healthcare destination, while showcasing its cross portfolio — VillageMD, CareCentrix, and Shields — to develop existing relationships and attract new partners.

Conceived by Manifold Inc., the 30-by-30-foot modular exhibit was inspired by the principles of Trauma Informed Care and Trauma Informed Design. The company hoped to offer an approachable experience while encouraging human connection — much like the Walgreens retail locations serve as welcoming hubs in their communities.

“We worked with the internal Walgreens team that develops and designs the brick-and-mortar stores,” said Manifold designer Kyle Lee. “Their material choices for finishes are consistent across the environments that they are creating.” Outlets, exhibits, and events thus feature the same general framework, as well as identical paint and wood finishes, as the in-store environment. Lee explained that brand iconography was further depicted in the use of wood and imagery printed directly on the finishes. One judge enthused, “It's such an unexpected look. It's elevated.”
The display got high grades for other engaging elements that included a free vaccination clinic and an interactive demo designed to educate visitors about Walgreens Health. To emphasize the brand as a thought leader, speakers and panel discussions — including a main-stage presentation by EVP and president of Walgreens Retail and chief customer officer Tracey D. Brown — were held throughout the multi-day event. E