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Ericsson Brings Sustainable Multi-Sensory Dome to Mobile World Congress 2023

Experiential Marketing
London, UK
Working with Jack Morton, the dome brings future possibilities to life through large scale immersive projections

At this year's Mobile World Congress - taking place at Fira Gran Via, Barcelona from the 27th of February to the 2nd of March 2023 - Ericsson has adopted a highly sustainable approach to its flagship presence at the world's most influential exhibition for the connectivity industry. By working closely with Jack Morton, Ericsson's global brand experience partner for the past 16 years, smart use has been made of existing assets and low carbon strategies, whilst still delivering a best-in-class experience for its customers, partners and influencers.

The 6,000 sqm experience showcases Ericsson's industry leadership in 5G technologies and solutions, as well as how customers can start unlocking imaginative future possibilities when it comes to the next era of 6G. A multi-sensorial Experience Dome brings these future possibilities to life through large-scale immersive projection, as well as featuring some of Ericsson's new product launches. This year, there is also an added emphasis on collaboration, with more meeting spaces available for Ericsson to make the most of being with their customers.

Sustainability and tackling climate change through connectivity continues to be a key pillar for Ericsson and this is reflected in the approach taken by Jack Morton in realising this year's experience, achieved by a number of thoughtful measures designed to reduce waste and lower the carbon footprint of the stand. The majority of the physical build elements of the stand have been refurbished and reused from last year's show, stored locally in Barcelona or nearby Germany to reduce transport. Locally sourced furniture has been rented and a sustainable approach to new elements, and a 45% reduction in wallpaper finishes, have been implemented. Additionally, single-use plastics have been reduced, compostable packaging for food & beverages adopted and meeting room lighting and air conditioning only operational when rooms are in-use. The experience has also been designed to maximise opportunities for virtual participation, with live broadcast elements and a hybrid set-up on the demo floor so that Ericsson's solutions can be experienced by an in-person and remote audience simultaneously.

Matthew Smith, head of customer engagement marketing at Ericsson said, "Last year, we returned to Mobile World Congress with a bang, exciting our customers with all the possibilities that 5G offers. This is one event which is being prioritised by our key customers, but overall, we see less travel to events in line with all our sustainability objectives. This year, we are excited to welcome our customers back with even more inspiration and even more opportunities to collaborate with one another, whether in person or virtually.”

Mike Kunheim, managing director at Jack Morton Worldwide, commented, “Sustainability continues to be the high priority topic for our industry. By making thoughtful choices throughout our design process, we are delighted, once again, to create a highly impactful experience for Ericsson, whilst also considering our impact on the planet.”

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