Google
Mobile World Congress

Challenge
Google were exhibiting at MWC Barcelona. Our brief was to develop a space to host meetings for private clients, provide an exclusive product demo area and create a public facing exhibition.

Approach
With two full-plots at the exhibition centre assigned to us, we developed a layout that complimented the sizeable space.

One plot was designated to eight meeting rooms (3–20pax each) over two floors, plus a communal reception area. We designed the latter with a barista bar, product display area and seating for guests to relax before their meetings.

We developed a ‘Design’ theme for the meeting rooms, inspired by Google’s Mountain View Design Labs and Ivy Ross, their head of hardware design. Ivy had overseen development of all new products being launched at MWC, so the theme resonated with the brand.

The eight rooms (Inspiration, Ideation, Experience, Form, Function, Colour, Texture and Material) all had subtle references depicting each stage of the deign process used by teams at Mountain View.

A focus on recycled and reusable materials was front of mind at every stage of production.

The exhibition element of the creative focused on three product launches; Pixel, Home Hub and Stadia. Five metre high models of each product-box housed interactive brand activations, speaking to the attributes of each product.

Concepting / Art Direction / Design Development