Other guests without access are introduced to the brand through a large digital screen that displays video content created by Ericsson throughout the year. Each video focuses on an inspirational case study of a "change-maker" from around the world, and each meeting room is themed around one of these stories.
Objects are used throughout to add a further human touch; for instance, the performance stand is decorated with a trophy and a rugby ball. Russian dolls, slinkies, weighing scales and tubs of jelly beans can be found elsewhere.
Charlotte Bunyan, senior creative strategist at Jack Morton, explained that the experience is designed to push forward the trade show experience. "In our partnership with Ericsson, we really wanted to create an activation that is centred around people, one that both reflects the very human content of the Capturing the Networked Society campaign and creates spaces in which people want to dwell and have meaningful conversations," she said.
MWC is taking place in Barcelona from 2-5 March.