On the occasion of CPHI Milan 2026, AM chose to mark a historic milestone in its evolution with an event designed to transform corporate communication into a shared experience. Not merely a celebration, but a moment conceived to give shape to a new shared identity: one born from the coming together of AM, schülke, and Pfennig.
The result was “One Team, One Vision,” an immersive project hosted in the iconic setting of San Siro Stadium, which engaged customers, partners, suppliers, and employees in an experiential journey where the physical and digital worlds intertwined to convey a shared vision of the future of contamination control in the life sciences sector.
A team built on complementary skills
Every winning team is built by bringing together diverse talents, complementary skills, and shared goals. It is precisely this metaphor that has guided the entire concept of the event. The integration of AM Instruments, schülke, and Pfennig represents much more than an organizational change. It means expanding expertise, technologies, and support capabilities to offer the Life Sciences market an even more comprehensive and specialized solution. To convey this evolution, we needed to go beyond a traditional corporate presentation. We had to create an experience that would bring the meaning of words like collaboration, integration, and shared vision to life.
This is the origin of “One Team, One Vision.”
A phygital experience centered on people
From the very beginning, the project was conceived as a true customer journey. Guests would not simply be spectators of a story—they would become its protagonists. The journey began even before they arrived at the stadium. Through the Members-Only Area on the AM Instruments website, each participant completed their personal registration and received their digital ticket. Subsequent communications guided the guests right up to the day of the event with personalized information, transforming the registration process into a first point of contact with the AM digital ecosystem.
The physical and digital experiences have thus been intertwined from the very beginning, creating continuity between the online and real worlds.
San Siro as a metaphor for the new vision
The choice of San Siro was no accident. The stadium represents the place where individual talent becomes collective strength. It is the perfect symbol of what happens when diverse skills work together to achieve a common goal. Guests were given access to exclusive guided tours of the museum and the stadium’s most iconic areas, experiencing spaces normally reserved for athletes and professionals. It was a way to immediately immerse themselves in the event’s narrative and begin to feel like part of the new team. The stadium itself became a medium of communication—a grand narrative setting capable of integrating space, technology, and content.
The Product Room: The Scientific Heart of the Event
Alongside the emotional aspect, it was essential to showcase the substance of integration. For this reason, a Product Room was created, dedicated to the technologies and expertise that today make up the new ecosystem of solutions. Participants were able to explore products and systems from the Group’s various companies, including: Zherox®, Adacta, Pharmaclean Integra®, the InSpec® line, Pfennig solutions, bioindicators, and devices for controlled environments
The Product Room served as a concrete embodiment of the concept of integration: not merely companies collaborating, but technologies and know-how converging to offer more effective solutions to the challenges facing the life sciences sector.
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From Tyvek® to Art: When Innovation Meets Sustainability
Among the most distinctive elements of the exhibition design was a sculpture composed of origami pieces made from Tyvek® Pharmaclean® production scraps. The installation conveyed a simple yet powerful concept: every material holds potential that can be harnessed through expertise, creativity, and design skill.The sculpture brought together three fundamental dimensions of AM’s identity: the scientific dimension, linked to the use of Tyvek® in critical contamination control processes; the creative dimension, expressed through the precision of origami; and the environmental dimension, achieved by transforming production waste into a valuable element. The message perfectly encapsulated this philosophy:
“Every material holds possibilities. We give them shape.”
From Technology to People
The event wasn’t just about showcasing products and expertise. Above all, it was about highlighting the people. That’s why a large installation inspired by soccer sticker albums was created. Initially, the stars of the show were the AM products, symbolically transformed into players on the new team. Later, the same concept was applied to the guests. Thanks to an AI-powered photo booth, each participant could create their own personalized sticker, virtually wearing the official “One Team, One Vision” uniform developed for the occasion. The experience allowed for immediate sharing of content via email, QR codes, AirDrop, and text message, as well as physical printing of the images as photos and stickers. Each guest could then add their own sticker to a large collective wall, contributing to the creation of the final lineup. A simple yet extremely meaningful gesture: the team was not defined by the organization, but took shape thanks to the people who are part of it every day.
Roberto Fossati and Cinzia Pagani (Board Members), Patric Scheidner (CEO & Chairman of Shulke), Steve Brown (Chief Technology Officer, Life Sciences SBU)
The most exciting moment: everyone in the stands
The tour concluded at the stadium’s most symbolic location. After passing through the event areas, guests were escorted to the stands at San Siro. There, each person received a scarf created specifically for the evening. Customers, partners, suppliers, and employees found themselves seated side by side, united by the same colors and the same vision. It was the moment when the concept of a team became tangible. A video dedicated to the history, values, and growth of the participating companies was screened, leading into a light show that transformed the field, the stands, and the stadium screens into a single immersive narrative. In that moment, technology, content, and stage design gave way to the most important message: the value of relationships.
One Team, One Vision: Much More Than Just an Event
The project’s success was the result of a complex orchestration that integrated stakeholder management, digital platforms, ticketing, personalized communication, multimedia content, artificial intelligence, scientific installations, video production, technological setups, and hospitality. But the real success wasn’t technological. It was cultural. Every element was designed for a specific purpose: to foster connections, bring a new shared identity to light, and transform a moment of change into a memorable experience.
Because a team isn't formed simply by introducing new logos or new skills. It's formed when different people begin to share the same vision.
And on October 6, 2026, at San Siro, that team took the field for the first time.
