MWC 2025 Takeaways: A View from the Floor

The Mobile World Congress is where big ideas, cutting-edge technology, and game-changing innovations collide. Our team was on the ground, not only crafting immersive brand experiences for our clients but also capturing standout trends shaping the future of the industry. Three of our executives weighed in on what caught our eye at MWC 2025. Katie Rhodes, VP, Business Director, Tim Leighton, SVP, Executive Strategy Director and Vince Belizario, SVP, Global Group Account Director shared their top trends:

1. Bold Architecture & Immersive Design. Design took center stage at MWC 2025, with brands rethinking the traditional booth format and pushing the boundaries of spatial storytelling.

• Breaking the mold. Unique architectural designs stole the spotlight, with brands moving beyond traditional stand formats to create eye-catching, structural experiences that demanded attention.
• Screens redefined. Content wasn’t just displayed; it was orchestrated. Brands pushed the boundaries of digital storytelling, using screens in innovative, immersive ways.
• The meeting room revolution. The shift was clear: more dedicated spaces for meaningful connections. With the rise of relationship driven business, brands prioritized private meeting areas over purely showcase driven spaces.
• Color made a comeback. After years of minimalist palettes, bold, vibrant colors returned infusing brand activations with fresh energy and personality.

2. Hands-On Tech: The Power of Play. Technology wasn’t just showcased – it was experienced. Leading brands leaned into interactive demonstrations to engage attendees in hands-on booth experiences:

• IBM gamified AI. Integrating its data services with classic table football and ping pong, IBM let attendees experience live gameplay with real-time digital overlays, a clever way to demystify AI in action.
• Honor hit the right note. The brand entertained visitors with a live band playing digital instruments, from wireless drumsticks to AI-powered keyboards, reinforcing its innovation in smart tech.
• China’s big moment. More Chinese brands went big this year, leveraging MWC as their global launchpad. Mi, ZTE, and others showcased breakthroughs in AI, robotics, smart home automation, and even high-performance electric vehicles.

3. AI at the Enterprise Level: Smarter, Not Just Faster. AI remains the headline story but this year, the focus shifted toward enterprise applications. Instead of just promising speed, brands are positioning AI as an enhancement layer for cloud computing, SaaS, and software services – a trend that’s reshaping the tech landscape. This message was conveyed on the floor through AI augmented experiences of all shapes and sizes from real world applications to hands on demonstrations.

4. Human-Centric vs. Monolithic: The Battle for Brand Identity. At a time when AI is fueling polarized views on our relationship with technology, brands at MWC 2025 signaled innovation in two distinct ways:

• The Human-Centric Approach – Some brands opted for warm, inviting environments, incorporating natural materials, soft lighting, and comfortable settings. These brands leaned into tech that enhances human experiences rather than replaces them.
• The Monolithic Presence – Others took a bold, structured approach, using dominant architectural elements and powerful, sometimes dystopian, visuals to convey scale, dominance, and next-gen innovation.

While the messages behind the tech were far more nuanced, it was striking to see the divergence in how brands positioned themselves for the future.

What’s Next?

MWC 2025 gave us a glimpse into the future of brand experiences—where technology isn’t just on display but actively engaging audiences.

So, how can your brand make an impact at MWC 2026? Let’s talk.