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BDIA Dental Showcase 2014 campaign launched at Tate Modern

BDIA Dental Showcase unveiled the new identity and strapline for this year’s exhibition

BDIA Dental Showcase 2014 campaign launched at Tate Modern

On the 14 February 2014, BDIA Dental Showcase unveiled the new identity and strapline for this year’s exhibition at the impressive Tate Modern.

An example of adaptive reuse, the Tate Modern is housed in the former Bankside Power Station, and retains the national collection of British and international modern and contemporary art. It was the ideal venue at which to launch this year’s Dental Showcase, following the Association’s recent rebrand to the British Dental Industry Association (BDIA); the Tate Modern is the most visited modern art gallery in the world and offers the general public the opportunity to view some of the most iconic and innovative pieces of modern art ever created. Similarly, BDIA Dental Showcase is the biggest event in the UK dental calendar, regularly attracting around 10,000 members of the dental profession keen to experience the latest dental products, services and innovations, hence the exhibition’s new strapline ‘Putting innovation into practice’.

Members of the dental press congregated for drinks and a catch up at the renowned location before embarking on a private tour of the expansive permanent collection. They then sat down to lunch in the gallery’s restaurant, which offers stunning views overlooking the Thames and St. Paul’s Cathedral. Tony Reed, Executive Director of the BDIA, formally introduced the BDIA Dental Showcase 2014 theme and thanked the dental press for their continued support.

Tony Reed commented, “We were delighted to launch this year’s BDIA Dental Showcase at such a spectacular venue.  Art galleries provide a valuable function in that they reassure visitors that what they are seeing is the real thing rather than a forgery.  The growth of internet trading and globalisation may have increased opportunities in many markets but it has also opened the door to fakes and cheap copies of just about everything including dental equipment and materials.   Recent scandals in other markets have emphasised the importance of a reliable supply chain and I believe that BDIA Dental Showcase provides the perfect opportunity to see the real thing and to establish relationships with trustworthy suppliers.  Showcase provides a vital link between the industry and the profession and I am particularly grateful for the support that Showcase receives from the dental press each year.”

BDIA Dental Showcase takes place from 9-11 October 2014 at ExCeL London. For further information visit

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