The Art of Regeneration: BioHorizons Camlog transformed its booth at EAO 2025 into an art gallery with QR Code access to science

At the 2025 European Association for Osseointegration (EAO) Congress in Monaco, BioHorizons Camlog is presenting the “Art of Regeneration” campaign, which merges the scientific demonstration of biomaterials with visual art.

A section of the booth is designed as an art gallery, with QR codes placed nearby providing quick access to clinical data, usage instructions, and research results for the featured products. In an interview, Dr. Redouan Mahou, Biomaterials Brand Manager for EMEA at BioHorizons Camlog, discussed the campaign’s sources of inspiration and key innovations in material composition and processing.

Campaign implementation methodology

Booth design and digital integration

The company’s approach combines aesthetic presentation and digital communication: a section of the booth is designed as a visual art exhibition, reflecting the concept of tissue regeneration, with QR codes placed nearby that link to detailed clinical data.

Digital content

Scanning the QR codes provides visitors with access to structured information, including:

• Clinical indications and contraindications;
• Data from clinical studies and reviews;
• Instructions for Use (IFU) and technical specifications;
• Clinical cases and photographic documentation of outcomes.

Results (descriptive)

The campaign is described as notable and attention-grabbing within the professional community: “Art of Regeneration” shifts a portion of the traditional booth exhibit towards an artistic presentation, while combining the visual impact with rapid digital access to clinical information.

This format allows visitors to freely explore the exhibition and, if necessary, promptly access information about the biomaterials directly on their mobile devices. This increases engagement and facilitates an initial product assessment before a subsequent detailed review of the literature or consultation with a company representative.

Relevance to practice

Benefits for the clinician

For dental clinicians, this initiative is important for several reasons. Firstly, it increases the visibility of modern biomaterials and concepts of regenerative therapy among a wide range of specialists, raising awareness of available solutions for bone reconstruction, GBR, and soft tissue replacement therapy.

Secondly, the format of combining an exhibition with QR code links simplifies quick access to key information. This can speed up the initial evaluation of a new product and direct interested clinicians to more detailed materials, manufacturer contacts, or sample requests.

Practical application of the information at the exhibition

• Evaluate the clinical evidence: RCTs, long-term outcomes, histological data.
• Note the material properties: osteoconductivity, resorption rate, pore structure, capacity for vascular invasion, and support for osteogenesis.
• Consider the handling characteristics: ease of use, compatibility with membranes and resorbable materials, condensation and fixation techniques.
• Verify the regulatory status and usage guidelines for your jurisdiction.

Expert commentary

From a clinical practice standpoint, the combination of artistic visualization and digital links is an effective communication strategy, but it does not replace a critical analysis of the evidence base. Clinicians are advised to use the QR links as a starting point for quick access to materials, and then conduct their own literature review and, if necessary, request detailed data from the manufacturer.

Particular attention should be paid to the indications, histological findings, and clinical case series demonstrating mid-term and long-term stability of bone and soft tissue volume. When selecting a biomaterial for reconstructions, the following are important:

• Compatibility with regeneration protocols (substitution / mixed grafts);
• Predictable resorption rate and replacement by native bone;
• Behavior in infected sites and the ability to maintain volume in critical defects;
• The possibility of combining with autologous cellular materials or growth factors.

Recommendations for clinicians at exhibitions

When visiting such exhibitions, it is useful to:

• Scan QR codes and save links to key documents for subsequent analysis.
• Request full-text studies and IFU from representatives;
• Discuss with colleagues and regenerative therapy specialists the experience of using the materials in real-world practice;
• Plan pilot applications with documentation of clinical outcomes and radiographic/histological monitoring.