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Hospital of the future experience
Health House - Experiential marketing
Rethinking
healthcare
Request
Industry: Health
Exploring the future of hospitals
Health House was tasked by the Belgian Ministry of Health to envision what hospitals might look like in the next 10 to 30 years. The goal was not to dictate a vision but to challenge healthcare professionals, policymakers, and leaders to think critically about the future. Norvell Jefferson was asked to develop an engaging, interactive storytelling experience to bring this complex challenge to life.
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True north
Healthcare is not an island
For this project, we started by listening. Through in-depth conversations with key stakeholders across Belgium—government officials, healthcare professionals, hospital administrators, and academic experts—we set out to understand not just where hospitals are today, but where they could be heading.
What quickly became clear is that the future of hospitals can’t be viewed in isolation. It's deeply connected to wider systems: political choices, economic pressures, technological shifts, and social expectations. Instead of presenting a fixed vision, our strategy was to raise the right questions—about collaboration, sustainability, digital care, and the patient journey.
The future of hospitals isn’t fixed—let’s explore it together.
Ideation
An interactive, thought-provoking journey
Coming off the production of The Future of Healthcare, we knew we couldn’t simply replicate what we had done before. While that project laid a strong foundation, Hospital of the Future needed its own distinct identity. We set out to create a new concept that felt fresh and thought-provoking, while still staying connected to the broader Health House narrative—ensuring the experiences complemented each other rather than feeling disconnected.
One of the key creative shifts was moving from a primarily 2D art direction to a fully 3D visual world. This allowed us to build a more immersive, spatial environment—one that captured the complexity and layered nature of future healthcare systems. The shift also reflected the evolution of our thinking: from conceptual to contextual, from storytelling to world-building.
We reimagined how to guide visitors through big topics—policy, digital care, hospital design—without overwhelming them. The result was a narrative and design approach that invited exploration, encouraged reflection, and opened up space for meaningful dialogue about what tomorrow’s hospitals could—and should—look like.
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Creation
A futuristic, high-tech storytelling experience
We created an immersive audiovisual journey that felt like a museum exhibit from the future—cinematic, visually rich, and far from traditional healthcare communication. To make the experience more engaging, we added an interactive layer through touchscreens and a digital questionnaire, allowing visitors to reflect on key questions about the future of hospitals.
Participants’ answers were presented at the end, sparking comparison and discussion. The idea was to build a growing pool of insights over time—capturing how those who build, work in, or rely on hospitals imagine their future.
Additionally, interactive screens let visitors explore how other countries organise their healthcare systems, view case studies, and draw inspiration from global innovations—making the experience both thought-provoking and informative.
Experiences Deliverables
Stakeholder interviews
Research
Copywriting
Art direction
Design interactive screens
Digital survey
Digital questionnaire
Film production
Marketing collateral
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Films
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Animations
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Interaction
Our imagination at work
By blending technology, storytelling, and interactivity, we created an experience that does not impose a vision of the future but invites audiences to shape it.
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“This audiovisual journey feels like a high-tech museum visit of the future, where art meets science. It challenges audiences to rethink healthcare as a connected, evolving system.”
- Health House