Apple Tree has been developing innovative new formats for MWC for over 10 years, revolutionizing the User Experience

We won a gold at the Eventoplus Awards for our role in organizing the most recent edition of the Mobile World Congress in Barcelona. This year, Mobile Congress yet again saw record levels of attendees and once again apple tree was at the heart of delivering an incredible experience. For the first time ever, GSMA decided to open up the exclusive conference area, Hall 4, to all attendees whilst retaining limited access to sessions, a privilege enjoyed by the VIP pass holders.

The MWC conference programme is one of the most prestigious technology conferences in the world and offers the chance to hear from keynote speakers that are truly shaping our mobile future. However, there was nothing breakthrough or surprising about the format and it was time to change that. apple tree completely redesigned the stage sets and created a spectacular main stage that featured the largest, high resolution LED screen ever used in Spain. This 30-metre-long screen dominated the room and was used to create dramatic transitions and opening effects. apple tree managed the development of animated content and an incredible laser and light show that received cheers and applause from the suit wearing attendees (a first for MWC).

It is always amazing to see the culmination of months of planning and preparation when MWC week comes around, even if there is rarely time to take a step back to admire the spectacle. Over the four days, apple tree managed more than 600 speakers in a programme which included the first ever 5G tele-mentored surgery, the prestigious GLOMO awards and the Women4Tech programme. In addition to this, we created and managed the NexTech Theatres, 6 auditoriums with networking areas and delivered sessions for 36 different clients over the course of the conference.

The Eventoplus Awards recognize the best events and meetings in Spain and Portugal. Their mission is to improve, professionalize, encourage best practice, stimulate creativity, recognize talent and commitment from all areas (providers, agencies, clients) and to inspire pride in this great sector.