THE BRIEF
GSMA wanted a central showpiece at Mobile World Congress that would capture visitors' attention, spark curiosity and encourage them to discover more about its products and services.

THE PROCESS
We created a raised, contemporary glass room, fully soundproofed and designed to serve multiple purposes throughout the event.

By day, it became a space for private client meetings and filmed podcasts. At scheduled intervals, it transformed into a live music venue, featuring the band from our GSMA Future Networks / Rich Communication Services campaign film.

Visitors were invited to tune in using wireless headphones positioned around the structure, creating an unexpected, silent-disco-style experience right in the heart of the exhibition.

THE RESULT
A multifunctional showpiece that did far more than simply look good.

It became a destination, drawing visitors in through curiosity and offering multiple ways to engage with the GSMA brand. From live music and podcast content to social sharing and music downloads, the experience created memorable interactions, opportunities for data capture and a talking point that extended beyond the exhibition floor.

AGENCY: Let Us Create
IDEATION: Lee Rooney

PRESENTATION: Lee Rooney

VISUALISATION: Ade Cruft