Case study: Ericsson's immersive theatre experience at MWC

After two years’ absence from Mobile World Congress, Ericsson briefed Jack Morton to create an experience that would take the brand’s presence to a new level.

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After two years of MWC cancellations due to the pandemic, Ericsson wanted to come back with a bang. Their vision was to teleport visitors to 2030 to see what life might be like with Ericsson’s limitless connectivity and dare to Imagine the Possible. 

Their consumers had been desk bound for far too long and so Ericsson wanted to capitalise on this to create an in-real-life experience as an introduction to the rest of the stand, that would be the must-see event of MWC 2022. 

Ericsson's invitation-only, 6000m2 space had to accommodate a number of requirements, from meeting and networking spaces to technology demos and hospitality; all thoughtfully designed for customers, partners and industry influencers.


The Imagine Possible Experience was a walk-through immersive theatre inspired vision of 2030, with six interconnected spaces. From factories of the future to AR bike rides, multiverse gaming, virtual concerts and digital twins. A multisensory experience with wrap around 15m x5m 8K projections, surround sound, live robots, kinetics, holographic projection, wind machines and even aromas. 

Over 70,000 visitors, visited the experience over the four days, with the CEO of MWC hailing it as “a show the likes we have never seen before at MWC.”

Charlotte Flach Editor C&IT