The greatest audio-visual creations for the Mobile World Congress
The use of technology in an unprecedented way for the conception and development of one of the world’s biggest technology events was key to designing the most memorable edition of this globally renowned congress.
RESEARCH & INSIGHT
In 2019, APPLE TREE was chosen for the set-up of the Mobile World Congress in Barcelona, the world’s largest technology congress. The challenge was to design, build and coordinate the creative and technical production of this event. The concept on which we worked was the creation of the spaces and content, which was a real challenge. We had to surprise the world’s most innovative brand managers, which was no easy task. So, we focused on re-imagining it from an attendee perspective so that they could experience the event like never before.
STRATEGY & CREATIVITY
To give the attendees a unique experience, we decided to use image and lighting as the main elements for transporting them within the different rooms and auditoriums. To achieve this, we installed the largest LED screen in Spain in the main auditorium. We created an opening light show and a laser show that were unforgettable highlights of the event.
Our biggest challenge was to build impressive stages for a technologically demanding audience. We developed a new concept for the most important congress sessions and presentations. We provided the audiovisual material and designed the stages of seven auditoriums, reinventing the audience experience with the collaboration of a team of more than 200 people.
To ensure a unique experience for the spectator, we created an opening light show and a laser show that were the stars of the event, making the experience inside the hall unforgettable. And we produced dozens of conference sessions, with numerous speakers, including the live broadcast of the first 5G remote surgery.
Overall, this year’s Mobile World Congress was rated as the best in its history by delegates. And in terms of media, we captured the attention of 75 international media outlets and attracted more than 109,000 attendees from 189 countries.