The Beauty of Imaging

November 4, 2021  20:56  |  News

The Beauty of Imaging

Photo – BRACCO GROUP archive © The “Beauty of Imaging” installation located in the Italy Pavilion.

The future starts here. As Official Gold Sponsor of the Italy Pavilion, Bracco has brought to Dubai the Italian model of research and innovation in the life sciences sector, presenting cutting-edge solutions in the field of health, safety and prevention, taking the application of artificial intelligence to diagnostic imaging as a starting point. “The integration of molecular biology, biotechnology and digital is revolutionising medicine. Italy is a pulsating hub of this revolution, with its wide network across the country of authoritative public and private research facilities and innovative companies. The latter is the real spearhead of our industrial system and account for over 10% of GDP”, stated Diana Bracco, President and CEO of the Group. In 2015, she was also President of Expo 2015 S.p.A. and Commissioner-General of the Italy Pavilion. “Medicine is now more and more personalised, not only in terms of diagnosis but also prognosis and the provision of the most effective treatment for individual patients. Bracco is therefore investing heavily in digital innovation, in artificial intelligence tools to analyse radiology imaging. The relationship between health, medicine and technology”, she continued, “is destined to become ever closer, and the progressive hybridisation of knowledge will bring about the transition to ‘4P Medicine’: predictive, preventive, participatory and personalised”.

As part of the displays in the Italy Pavilion, the Bracco Group has mounted a large-scale multimedia installation, focusing on the union between the arts and sciences. Entitled The Beauty of Imaging, it offers multimedia scientific content to visitors from all over the world, to raise their awareness of the importance of predictive, personalised medicine, but most of all the significance of diagnostic imaging, one of the greatest discoveries in modern medicine. The Beauty of Imaging is 4 metres tall and consists of 82 screens, divided into 225 ultra-high-definition LED tiles. A work of great emotional impact that tells Expo visitors of the extraordinary beauty of the human body, observing it from the inside. The Beauty of Imaging installation can be visited at the Italy Pavilion at Expo 2020 Dubai, taking place from 1 October 2021 to 31 March 2022.


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