For Deutsche Telekom, the Mobile World Congress in Barcelona is the most important international forum for presenting itself as a technology leader. The stand design reflects this approach with an extreme density of exhibits, divided into the main topics: 5G, Connected Life and Best Network. Countless staging details such as the Smart Fridge as a live application of the Narrowband IoT solutions or the huge futuristic data centre as a stage for the PAN-NET showcase framed by a 12-metre-long media area with a view of smart Europe turn the DTAG stand into a digital experience path. All this under the common 5G umbrella, a network structure that was a perfect connecting element of all stations, making deliberate use of the moiré effect.
The campaign idea Feel Connected was subliminally transported and communicated via NFC terminals. Digital overview maps with borrowings from smart city design guide the visitor to the different areas.
Creative Project Lead, Architectural Concept, Content Creation and Exhibit Design
Deutsche Telekom's MWC trade fair stand was created during my time as creative director at Mutabor Design in Hamburg.
Video Link: Mutabor