How do you build an outdoor brand activation in just a day and a half, that’s the length of two football pitches, weatherproof, so over 100 thousand people can visit, all designed to be removed in just six hours? Welcome to The Android Avenue at the Mobile World Congress. Mobile World Congress (MWC) is the world’s biggest mobile industry event combining exhibition, conference and networking opportunities.
For our 8th year of delivering the event we created a pop-up street right in the heart of the corporate conference to showcase Google and Android’s latest tech offerings.
In order to create a space where attendees could escape the relentless noise and chaos of MWC, The Android Avenue was complete with everything from an immersive art gallery to boutique stores and from a well-being pavilion to an arcade. Guests were invited to explore, get creative and go shopping, to grab a bite to eat and take a welcome moment of respite. Inside, away from the Android Avenue, we engaged with 15 of our third-party partners who were also at the show through a mobile assisted AR treasure-hunt style ‘Partner Walk’.
With a build team comprising 10 production managers, 150 technicians, 2 production directors and with just 36 hours installation time, the Android Avenue was a meticulous feat of design that delivered a seamless guest journey, allowing users to interact and engage with the best of what Android has to offer.