I don't know if I would look into the floor plan too deeply. The person who set it up may be completely oblivious to the market. Just a secretary or admin. JMO
I really dont think booth location plays a role in a partnership. Everyone knows everyone in the oncology world and these major pharma companies have people searching for good buys. I dont think Bayer said Genta looks like a good buy lets set up our booth across from them so we can stare at each other at ASCO.