Mobile World Congress (MWC), held annually in Barcelona, is the world's largest exhibition for the mobile industry with over 109,000 in attendance. It’s the premier showcase of the latest innovations from over 2,400 companies, attracting the industry’s most influential visionaries.
THE DESIGN SOLUTION
The focal point of the exhibit design was inspired by Cisco's Bridge to Possible campaign. The expansive canopy of suspended LED orbs, 701 strands in totality, created a dramatic façade that illuminated and bridged the entire front half of the stand. The impactful lighting design and massive architectural canopy worked together to draw the eye from afar, while internally lit Cisco logos provide prominent identity from all main thoroughfares.
Behind main reception, a grand staircase ascended to the second level and open sight-lines into the interior space gave attendees a glimpse of the surprises inside.
As visitors waited to be ushered in for scheduled meetings, or private tours, footage from Cisco's Bridge to Possible campaign played on the 15’ wide by 8’ tall LED video wall.
Visitors could also meet with subject matter experts at demo stations positioned along either side of reception. Each was outfitted with glowing end-caps that aided in attendee wayfinding of specific products of interest.
Once attendees were received and brought through the main entrance, they found themselves within a central courtyard. Cisco’s robust solutions were showcased in a series of angled demonstration stations that allowed group or private tours to flow easily from one to the next. LED edge-lit wayfinders guided attendees on their educational journey.
The grand staircase brought guests up to the upper deck, where 25 private meeting rooms were situated. Frosted glass treatments along the interior walls of the meeting rooms and glass lined railings provided guests views to the lower level and kept the upper deck and enclosed rooms feeling open and airy.
THE BOTTOM LINE
Cisco’s presence at MWC was featured in 6 Feature News stories, 5 Broadcast interviews, and over 500 news articles, not to mention a social media reach of 15m, and 25,000 social media engagements (a whopping 80% year-over-year increase).
Cisco accomplished major sales KPIs, exceeding 2018 MWC results by leaps and bounds. Meetings and demonstrations conducted increased by 10% from 2018 to 2019; over 1,700 meetings/demos were held over 4 days; an impressive 57% of collected lead scans were net new names, and the estimated post-show value of Salesforce opportunities was 74% higher than in 2018.
All told, the show-stopping design received rave reviews from Cisco executives, attendees, and media, alike, including a Silver Exhibit Design Award by EXHIBITOR Media Group.