Smarter World
A redesign of NXP's Mobile World Congress booth, built around a live discussion forum with programming generated on the fair floor.
The brief: stop reacting to the trade show's agenda and start setting it.
Mobile World Congress is one of the largest trade shows in the world, and for a semiconductor company like NXP — whose products live inside other companies' products — visibility there is a structural problem. The booth tends to compete on size and finish with neighbours who are bigger and louder. NXP wanted a different position: rather than presenting a curated set of capabilities and waiting for the right conversations to arrive, the booth itself would generate the conversations. The redesign brief was to make that possible architecturally.
Luxoom partnered with Rethink Berlin to integrate a discussion forum into the booth as a programmed venue rather than a meeting room. Sessions ran on a published schedule across the days of the fair, with live media production turning each one into shareable content while it was happening. The booth stopped functioning as a static display and started functioning as a small broadcast operation — onsite audience in the room, online audience downstream.
The visibility problem was solved with vertical media stripes distributed across the booth. The stripes worked at two reading distances simultaneously: high enough to be legible from across the hall — so visitors at neighbouring booths could see what NXP was programming and decide to walk over — and dropping to eye-level for schedules, session details and contextual content for people already inside. One element, two jobs, no separate signage layer needed.
The discussion programming and the media architecture were designed as one system. The stripes existed to make the forum visible; the forum existed to give the stripes something to say.
NXP ran the booth at MWC as both a physical presence and a content engine, with discussion sessions extending the brand's reach beyond the hall through live media coverage. The format shifted the booth from a place visitors entered for product information to one they entered for conversations already in progress.
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