Campaign launch

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.