George P Johnson (GPJ) designed and built the Innovation City for MWC organisers GSMA, which showcased how communication could transform the design and build of city environments of the future.
The space comprised more than 2,000sqm, with more than a third of attendees to the show visiting the area. It features a life-sized plane as the backdrop, in order to demonstrate how mobile products are changing the way we travel, while other zones showcased the latest in connected car technology, for example.
Matt Watts, GPJ's creative lead, said: "We paralleled the innovation process of the digital world in our design, focusing on using elements of open architecture and lean user experience. This led us to create an environment that moved away from single exhibitor zones to a connected and collaborative flow."
GPJ worked with the likes of AT&T and Sierra Wireless on the Innovation City to ensure visitors could seamlessly explore the area. AT&T used custom-branded VR, devised by GPJ, to tell its smart cities and security story.
Meanwhile Jack Morton Worldwide worked with Ericsson as its strategic and creative partner to bring the brand’s experience to life at the show for the ninth year running. This idea was to bring Ericsson’s vision of the 'Networked Society' to life, driven by this year’s overarching theme 'Let’s turn great ideas into global realities'.
The experience occupied 6,000sqm, and comprised two key areas. The first explored Ericsson’s thought leadership and innovative work with the Networked Society, and the second provided an in-depth experience of its capabilities within the context of its customers' and partners' key areas of operation.
Cecilia Dahlström, head of event management at Ericsson, said:"MWC is an important sales and marketing platform for Ericsson. This year we wanted our guests to join us in turning great ideas into global realities, inspiring our customers and partners with our global expertise and vision of the future.
"Together with our partner, Jack Morton, we have built an experience that is truly unique and valuable for our key audiences."
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