The Full AI Experience: MWC 2025

Mobile World Congress 2025, one of the largest tech trade shows in the world, has wrapped up, and as ever there was a great deal of ground-breaking technology on display including the world’s first 5G-A equipped humanoid robot from China Mobile, Huawei and Leju Robot.

AI everywhere

This year’s Congress was all about AI seamlessly integrating into life. Samsung made headlines with the first-ever Android XR headset, launching at the perfect moment to capture global attention. Microsoft focused on networking, using its VIP-tier stand as a hub and retreat for high-profile guests.

Unsurprisingly. artificial intelligence (AI) took centre stage as exhibitors explored ways to communicate its evolving presence. Finding the right balance between physical and digital storytelling was a key challenge under the theme "AI+."

Immersive Storytelling

Global industry leaders commanded attention with towering LED structures and dynamic digital content, creating high-impact visual spectacles. In contrast, smaller brands embraced ingenuity, using more resourceful and strategic methods to captivate audiences despite limited budgets. From digital content cascading across monumental displays to physical mock-ups providing a sense of scale and realism, each approach highlighted the dual nature of AI, both intangible and tangible.

We had the great opportunity to participate with our client KDDI, the leading Japanese telecommunications operator – showcasing AI-powered retail, mobility, and innovation in modern digital society. KDDI, to quote CEO Makoto Takahashi “… in advancing Life Transformation, we aim to create a society where everyone can realise their aspirations.”

With KDDI, we aimed to merge the dual two worlds of AI, crafting an experience that balanced immersive digital storytelling with tangible physical elements. Our approach focused on creating a space where AI’s presence was not only seen but almost felt as KDDI partnered with Japan’s top convenience store chain to showcase AI in daily life, creating a naturally immersive experience.

A key aspect of our design language cantered on the cooling system of the AI server racks. We introduced large, water-filled bubble tubes to visually amplify the visual impact, elevating the server and its digital content into a striking visual metaphor. This cohesive narrative extended across multiple interactive zones, where graphics, 3D sculptural mock-ups and digital content solutions ensured clarity and engagement, making AI’s impact compelling to everyone attending. With over 109,000 attendees, more than 2,400 exhibitors, and 1,100 speakers – this was no small feat and a terrific opportunity to connect and engage with the most innovative players in the space.

Expect more in the year ahead…