Behind the scenes: Ericsson at Mobile World Congress

Ericsson has worked with Jack Morton for the tenth consecutive year to create the brand's presence at Mobile World Congress 2017.

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Ericsson’s presence at Mobile World Congress brings to life brand’s vision of the Networked Society and its collaboration with customers and partners to create pioneering work at the digital frontier. Using this vision, the experience has been designed to recognise and stimulate collaboration. For example, the ‘partner wall’ highlights the work of the many exciting collaborations in which Ericsson is currently involved and the work of Ericsson ConsumerLab is showcased, revealing its consumer insights and providing catalysts for conversation.

The physical design of the 6000sqm space has a fluid and evolving structure, taking visitors on a journey of intrigue and impact. For example, a flexible stage design is used which evolves for each of the live action elements, including the media and analyst briefing, fireside chats with Ericsson’s President and CEO, and a social mingle space.

The space also has tiered meeting rooms, two cafes and a meeting lounge.

The installation is also reusable and adaptable for the Ericsson’s 2017 trade show calendar to ensure Ericsson adheres to its sustainability policy.

Cecilia Dahlström, head of experience and events at Ericsson, said: "Mobile World Congress is an important sales and marketing platform for Ericsson. This year the experience is designed to showcase the innovative work with our partnerships, in order to reach out and inspire operators, developers, industries and governments. With our partner, Jack Morton, we have built an experience that is immersive and inspiring, bringing to life the vision and opportunity of a new day at the digital frontier."

Mike Kunheim, managing director, Jack Morton Worldwide, added: "In a world of changing industry roles, intense competition and financial pressure, Ericsson has a vision for a better, more collaborative future. We are delighted to continue our partnership with Ericsson in bringing this vision to life."

Mobile World Congress is taking place at Fira Gran Via, Barcelona until today (2 March).

More: At Mobile World Congress 2017, Google has worked with agency BrandFuel to create 15 experiences inside an Android Global Village, while George P Johnson has created IBM's presence at the show.

Blog: What we can learn from Mobile World Congress 2017 by FreemanXP's Kim Myhre

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