Event TV: Ericsson at Mobile World Congress

Event spoke exclusively to Ericsson's head of events at Mobile World Congress (MWC) in Barcelona this year, who explained the event was the one time of year the brand's whole portfolio is showcased.

The 6,000sqm space, which was designed and executed by agency Jack Morton Worldwide, was the biggest brand experience in the entire four-day show. Cecilia Dahlström, head of events at the Swedish-born tech company, explained the size wasn’t chosen out of vanity, but a desire to showcase Ericsson’s entire offering to the world.

She added: "We wanted to create an environment where customers want to stay with us throughout the day – we want to give them a home away from home."

The Ericsson exhibition venue encompassed four experiential and educational sections, a main stage, two eateries, meeting rooms and a VIP suite. The invite-only destination was brightened by pops of colour, irreverent decorative objects such as Russian dolls and weighing scales and neon light signage. 

The design was inspired by Ericsson’s campaign Capturing the Networked Society. Charlotte Bunyan, senior creative strategist at Jack Morton, told Event: "We really wanted to create an activation that centred around people and created spaces in which they want to dwell and have meaningful conversations."

More: MWC 2015 - brand activations round-up

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