Deutsche Telekom's vision for the Mobile World Congress (MWC) 2024 in Barcelona was to create a remarkable and inspiring creative concept for their brand appearance, centered around the company's claim "Connecting Your World" and the sponsorship of UEFA EURO 2024™.

The fair booth architecture was focused on circles, a symbol of unity, inclusivity, and continuous motion. The circular design encourages interactive exploration and engagement. Visitors navigated through our fair booth, interacting with various worlds to discover unique stories, insights, and experiences. Our approach encouraged active participation in connecting and learning, turning the fair booth into a vibrant people magnet and platform for the discovery of human-centered technology and gamification.

The aim was to showcase innovative products and solutions through an exceptional and interactive experiences that would attract visitors and encourage them to stay. Furthermore, the concept aimed to underline position of Deutsche Telekom as market leader, as well as a trusted companion based on the company's strategy of 'Global Leading Digital Telco'.

The stand featured an open, inviting architectural design, with interactive exhibits on a variety of topics in the center. Circular shapes blended seamlessly to create a cohesive design that embodied the company's claim. Stadium elements such as floodlights, grandstands, LED displays and flags adorning the brand wall emphasized the football and European Championship focus.

A stage was set up with a versatile program and arena-style seating. The design of the brand wall, along with the placement of LED screens around the stage, created a distinct area within the stand, offering both privacy and visibility for the performances. Additionally, the overall architecture provided various spaces for visitors, ranging from immersive touchpoints to inviting hospitality areas.

The centerpiece of the presentation was the extraordinary interactive 3D gaming installation 'Telekom Super Soccer', which as real people magnet captivated all visitors at the booth. They were able to immerse themselves in AI-generated landscapes and try their luck at scoring goals. Greenery strategically placed around the stand brought a touch of nature into the exhibition hall, balancing the omnipresence of technology and becoming a remarkable feature of the booth’s design. In addition, the use of wood, fabric and various materials provided a tactile experience that contrasted with the smooth surfaces of the ubiquitous technology. In line with Deutsche Telekom's commitment to climate neutrality, recycled materials were used for seating, and sustainability was a priority in booth construction.

The stand exuded a warm, welcoming feel, achieved through careful selection of materials, design language and color palette. Its playful and experiential architectural design and exhibits stood out in the B2B context and offered a refreshing departure from the norm.