Innovative training spaces within the Mobile World Congress

NexTech Theaters. In Hall 8 we found an area that showed the impact of the industry in a connected world: The Drone Zone, IoT Pavilion and Graphene Pavilion. A forum in which the agency apple tree communication managed the conception and construction of six theaters of different sizes (the largest for 500 people and the smallest for 100) in which some leading companies made their product presentations, information sessions or experiences interactive with the most innovative technologies of the ICT ecosystem. Each theater had its own accreditation and networking area, as well as complete equipment, but with the peculiarity that they could be customized to suit the client (in two hours they could be converted into different spaces). ATC adapted the rooms thanks to an intelligent decoration-striking design, light effects, digital graphics or screens-both inside and outside the theater, which acquired a different aspect in each event of the 33 events that were held during the Four days of fair with companies like Huawei, Samsung, PWC…

Auditoriums and meeting rooms. The MWC has experienced continuous growth since it arrived in Barcelona in 2006, leading it to have space problems despite occupying the entire campus. In 2013, a change of concept was proposed to expand the spaces of the fair and make them profitable. A new challenge that Losberger De Boer assumed with the construction of the ephemeral structures of Hall 4, in which one third of the space is intended for exhibition and the rest are auditoriums and meeting rooms. The added value and innovation in these spaces is in the acoustic control (not higher than 45 decibels), which allows you to move from the bustle of the fair to the silence of these meeting and training spaces that have all the services (catering, private bathrooms, relaxation areas, own reception …). In total there are seven auditoriums, two of them in the zone of the Ministerial Program (where the world’s telecommunications leaders meet) created with a modular system of two gable structures that are mounted one above the other, allowing the lower part stands and above the auditoriums (making the most of the space to make it profitable). And you can´t be in the world congress of mobile without battery! That’s why the cinema seats of the main auditorium (made specifically for this event) have connections to charge the devices while listening to the conference. For total integration, in addition to `sewing ‘the structural elements so that they blend in with the pavilion, the interior design and decoration are also taken care of, adapting it to the look and feel of the fair and the branding of the exhibiting companies.

Hospitality and leisure areas. And outside, are the hospitality villages for more relaxed meetings in a different environment, private and exclusive outside the building of the Fira, with green areas, outdoor stoves, terraces … Here they ‘housed’ large companies that, although they had a stand in the fair, they wanted a personalized space for their meetings with clients. In addition, an oval structure in front of the main entrance served as an access lobby to avoid crowds in the hall and also as an additional security perimeter to protect the congressmen.

Finally, another trend is to create leisure spaces in collaboration with sponsors to offer a relaxed alternative to the attendees after the hustle and bustle of the fair. Outside, the new South Village was set up in collaboration with SEAT and Primavera Sound, where some local artists performed every day when the fair closed, and a beer lounge by Estrella Damm with a chill out area to relax after each fair day.