The Mobile World Congress (MWC) in Barcelona is one of the world’s leading hotspots for digitization and Deutsche , the company planned the largest MWC stand it had ever built, and it commissioned MUTABOR’s Identity Experience division to do this. On the one hand, the stand needed to reflect the company’s leading market position and provide space to exhibit its uniquely diverse range of products. On the other hand, it needed to present Deutsche Telekom primarily as a smart company, rather than a large one.
Over eight months, an interdisciplinary team of architects, conceptual engineers and digital and communication designers put together the content which would form the basis for the design of the exhibition stand. The architectural concept focused on the question of how to make the stand more attractive and maximize the time spent there by visitors. In addition, the complex content was to be divided into thematic clusters. Barcelona was not only the venue for this overarching concept – it was also the inspiration. The Catalan capital is one of the pioneering “smart cities”, which is why, for example, the Smart City Expo is held here.
In the Smart City Booth, Deutsche Telekom presented complex themes in an accessible setting. On a 1,200 m², two-story exhibition stand, visitors were provided with full information – within an intelligent, smart city context. The thematic highlights were presented in three City Districts. Visitors could experience the mobile network for the next generation (5G) on a virtual augmented reality racetrack. A futuristic data center picked up the vision of a pan-European network. The third City District concentrated on the Internet of Things, which is increasingly networking our homes, the public sector and medical applications.
Conception, communication, production, Motion design, Exhibit development
Konzept und Entwurf (HOAI LP 1-3), Genehmigungsplanung (HOAI LP 4), Ausführungsplanung (HOAI LP 5), Ausschreibung (HOAI LP 6/7), Produktionssteuerung, Umsetzungsbetreuung und Bauleitung (HOAI LP 8), Projektsteuerung, Dokumentation